Word of mouth is an amazingly powerful force ? but how does it really work? Businesses have become obsessed with stimulating word-of- mouth to counteract the declining effectiveness of advertising But it?s easier said than done As the founder of BzzAgent, a community of more than 400,000 people who volunteer to talk to friends and acquaintances ожиым about products they genuinely love, Dave Balter is a successful practitioner, not a theorist And he?s figured out how to measure and harness word-of-mouth without corrupting it In Grapevine, Balter shows why honest feedback ? about books, restaurants, gadgets, or anything else ? is more believable than any paid endorser And he answers some of the most elusive questions in marketing, such as what makes word-of-mouth very different from ?buzz? and ?viral marketing ?.  Издание 19622008 г Мягкая обложка, 224 стр ISBN 159184228X.