- Hardcover: 288 pages
- Publisher: Portfolio (30 Mar 2007)
- Language English
- ISBN-10: 1591841100
- ISBN-13: 978-1591841104
- Product Dimensions: 23.1 x 15.2 x 2.5 cm
- Average Customer Review: 1.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 1,172,552 in Books (See Top 100 in Books)
Grapevine
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Product Description
Book Description
Balter's company, BzzAgent, has grown exponentially in just a few years; it now coordinates an army of 75,000 volunteers who talk up products they genuinely love. The big lesson from BzzAgent's success is that companies don't need to win over experts to drive word of mouth, they just need to reach ordinary consumers. Grapevine teaches the skills BzzAgent has perfected to make them a leader in their field. The book also features many BzzAgent campaigns and is both a practical guide to generating word-of-mouth publicity and an inspiration.
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Most Helpful Customer Reviews
1.0 out of 5 stars
This book is a sham.,
By
This review is from: Grapevine: The New Art of Word-of-mouth Marketing (Hardcover)
I read this book because I wanted to learn something Word-of-Mouth. I didn't. Why? Because Dave Balter does not want to educate you or help you understand, no no no, he wants you to work for him. He wants you to be a BzzzAgent. He wants you to help him sell more products. We get no insight into the world of marketing; instead we get a trip to Balters disneyesque world of BzzzzAgents. The book is riddled with anecdotes and musing on just how great it is to be BzzzAgent i.e working and researching for him gratis.
This book is pure fiction and if you want something for academic research keep looking.
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
4.0 out of 5 stars (68 customer reviews) 4 of 4 people found the following review helpful:
4.0 out of 5 stars
Focus on the Book,
By E. Pihl "just me" - Published on Amazon.com
This review is from: Grapevine: The New Art of Word-of-mouth Marketing (Hardcover)
Okay, let's set aside the BzzAgent debate and focus on the book.
I read it, I enjoyed it, and I agree that it does read somewhat like a commercial for BzzAgent. I don't see that as a bad thing, as the samples given and examples used effectively illustrate how Balter has used this technique to exponentially grow his business. To me, verifiable real life examples effectively validate the data presented in the book. Did I agree with everything said in the book? No. Did I take away ideas that I can use both personally and professionally, yes. If you have no interest in the Word-of-Mouth concept, move on. If this subject interests you, this is a good book to get you thinking. 3 of 3 people found the following review helpful:
4.0 out of 5 stars
Interesting read!,
By Elizabeth Brightwell "Mrs. Codeforger" - Published on Amazon.com
This review is from: Grapevine: The New Art of Word-of-mouth Marketing (Hardcover)
Word-of-mouth as a marketing tool? I was skeptical. After all, millions of dollars are spent on 30-second spot during the Superbowl. Oprah gave away a bunch of cars on her show one day. Magazine ads, TV commericals, rebates, coupons - that's what marketing is, not people talking about the coffee at their local coffee house. Grapevine has me reconsidering my opinion. Valid points are made about the effectiveness of some of these huge promotions we've seen over the years, such as the Oprah car giveaway. The show got people taking but was it about the product? Since reading the book, I've paid a lot more attetion to conversations around me and I've been surprised how often references to products come up. Grapevine has me thinking that maybe we, as consumers, actually do have power to make changes in the marketplace. Even if you're not in sales or marketing, I recommend this book because it will change the way you think about advertising in general. If you are a marketer, it will make you consider the power of people's opinions.
3 of 3 people found the following review helpful:
4.0 out of 5 stars
Not Your Average Dry Business Book,
By Jenn Roma - Published on Amazon.com
This review is from: Grapevine: The New Art of Word-of-mouth Marketing (Hardcover)
When I first got this book I wasn't sure I'd really enjoy it. Some of the business books I've read have been so dry and boring. This book kept me engaged until the end with the many interesting examples which Dave Balter highlighted throughout. I had heard about Word of Mouth Marketing, but reading this book gave me a much better understanding and has me looking at things differently. It's kind of a light read as far as business books go. I would recommend this book to anyone interested in finding out more about WOMM.
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