Grapevine: The New Art of Word-of-Mouth Marketing: Amazon.de: Dave Balter, John Butman: Englische Bücher

From Booklist

Why is it that normally talented, even cutting--edge innovators feel compelled to exhibit logorrhea when pen is poised over paper? Such is the case with Balter, who, with the aid of writer Butman, crystallizes his practice of word-of-mouth marketing. The concept is unique and differentiated from buzz by its credibility, its emphasis on genuine storytelling, and its theme: "not 100% goodness 100% of the time." There's research (and bottom-line sales results) that proves his points about the benefits of "one big cocktail party." But he spoils the effect by, in Seth Godin-esque fashion, choosing to insert a fictional account of Bardo, the perfect target customer; SparklyPerfect, a new product; and Annie, the designated marketer. First, a straight-out-of-fantasyland narrative goes against the honesty-is-our-policy foundation of word-of-mouth marketing. Second, real-life case histories--as with Apple iPod and its battery and the Coke C2 debacle--drive home the premise far better than any novel; real experiences and real perceptions make the product sing. Barbara Jacobs
Copyright © American Library Association. All rights reserved

Kurzbeschreibung

For the last few years, marketers have been obsessed with creating word of mouth and buzz to compensate for the declining effectiveness of traditional advertising. There have been several books on this important subject (including The Tipping Point), but none with the real-world insights that Dave Balter offers as today’s leading practitioner of word-of-mouth marketing.

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, ranging from books, beer, and jeans to perfumes, restaurants, and sausages. These agents are not asked to follow a script when talking with friends and acquaintances in everyday conversations, nor do they conceal that they’re agents. The honesty of their opinions is what make these agents believable.

The big lesson of BzzAgent’s success is that companies don’t need to win over experts, “influentials,” “cool hunters,” or “magic people” to drive word of mouth. They just need to reach ordinary consumers—from all age groups and income levels—who might be excited to try out new products before they hit the market. The person who sits next to you at work might have a bigger influence on what book you’ll read next than any critic, or even Oprah.

Grapevine features many real Bzz Agent campaigns (and transparently highlights both successes and failures) to show readers what strategies work best in driving word of mouth. It’s both a practical book for business people and an enlightening read for anyone curious about why products take off or flop.

Alle Produktbeschreibungen

Kundenrezensionen

Es gibt noch keine Kundenrezensionen auf Amazon.de

5 Sterne

4 Sterne

3 Sterne

2 Sterne

1 Sterne

Kundenrezension verfassen

Die hilfreichsten Kundenrezensionen auf Amazon.com ^(beta)

Amazon.com: 46 Rezensionen

3 von 3 Kunden fanden die folgende Rezension hilfreich

Interesting read! 8. November 2005

Von Elizabeth Brightwell - Ver�ffentlicht auf Amazon.com

Format:Gebundene Ausgabe

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.

Not Your Average Dry Business Book 6. November 2005

Von Jenn Roma - Ver�ffentlicht auf Amazon.com

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.

We're all bzzing bees! 7. November 2005

Von Joy V. Smith - Ver�ffentlicht auf Amazon.com

I'm a Bzz agent, and I enjoyed reading excerpts from Grapevine chapters as it was being written and got to vote on the cover. (The publisher made its own choice, however.) It's a fascinating and enlightening book, with stories of ad campaigns--successful and not. The business background explains a lot about the commercials and ads we see and hear. A fictional ad campaign for SparklyPerfect runs through the book, and I thought that was fun! (The sponsor had lots of money, and the woman in charge of the ad campaign really had to hustle.) I really liked the book, but then I'm interested in marketing. (I was surprised to learn, as a Bzz agent--even before I read the book--how much everyone bzzs every day!) I did appreciate the fact that it's an easy and funny read.

› Gehen Sie zu Amazon.com, um alle 46 Rezensionen zu sehen

Waren diese Rezensionen hilfreich? Wir wollen von Ihnen h�ren.

Grapevine: The New Art of Word-of-Mouth Marketing [Englisch] [Gebundene Ausgabe]

Weitere Ausgaben

Produktinformation

Mehr �ber die Autoren

Produktbeschreibungen

From Booklist

Kurzbeschreibung

Tags

Kundenrezensionen

Kunden diskutieren

Neue Diskussion starten

Lieblingslisten

�hnliche Artikel finden

Anhand des Sachgebietes nach �hnlichen Produkten suchen:

Ihr Kommentar