The New Art of Word-of-mouth MarketingBook - 2005
The founder of Bzzagent reveals how businesses can tap into the power of everyday conversation. 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.
Publisher: New York : Portfolio, 2005.
Characteristics: viii, 214 p.