Grapevine: The New Art of Word-Of-Mouth Marketing

by John Butman and Dave Balter

Book Overview

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...

• Format: Hardcover
• Language: English
• ISBN: 1591841100
• ISBN13: 9781591841104
• Release Date: November 2005
• Publisher: Portfolio
• Length: 214 Pages
• Weight: 0.86 lbs.
• Dimensions: 0.8" x 6.3" x 9.3"
• Age Range: 18 years and up
• Grade Range: Postsecondary and higher

Customer Reviews

Essential read for SME owners

Grapevine is a book peppered with case studies and practical information from start to finish. It is a business book that you want to read cover-to-cover and what I found most interesting is that the premise of Word of Mouth marketing is logical, reasonable and credible. There is no 'secret', no 'slick' marketing hype - just example after example of how and why W-O-M works. There is no 5 point plan on how to commence your own campaign yourself, but for owners of a SME, it provides numerous ideas of how an effective W-O-M marketing campaign can drive business for little spend.

awesome book

this is a great book, you cannot put it down once you start it. It really gives you good insight on how things travel by word of mouth. You don't really give much thought to some conversations you have with others. I am a bzzagent and am so glad that I am. --bzzagent punkinbaby2

I loved this book!

I am a proud BzzAgent, and I read this book because it was one of our assignments. I didn't expect to like it; I thought it would be boring. I was very pleased to read Dave Balter's book, and I'm proud to be a BzzAgent! We are not required to give glowing reviews of anything, only honest feedback. This book is a fun read, very informative, and about a subject which is vital to today's marketing strategies.

So Little Time So Much To Say

I have found this book to be an excellent read! Not only have I learned alot about word of mouth marketing. But I didn't realize how much of an inpact that our every day converstions have to other consumers such as myself. We are all directly involved in consumer marketing on a subconcious level and this book brings that idea into true form! Reading this book helps you to actually listen to what you are saying and therefore also helps you listen to the other's point of view. Try to sit back and analyze the last conversation that you had and see how many consumer products were mentioned!

Bzzzz rules!

I have a BA in Business Administration with a minor in Marketing. I have to say this is the most fun "Business" book I have ever read. Everyone Bzzes other people all the time - "I just ate the best candy bar EVER!" or "The service there was TERRIBLE!". We never knew we were Marketing, just sharing experiences. But we all value those experiences from friends MORE than we value slick advertising campaigns. This book shows how those individual contacts can grow into a major industry. Bzzzz on, guys!