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Grapevine: Why Buzz Was a Fad but Word of Mouth Is Forever Paperback – Bargain Price, June 24, 2008
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From Publishers Weekly
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title.
Copyright © American Library Association. All rights reserved --This text refers to an out of print or unavailable edition of this title.
Top Customer Reviews
I was greatly interested since I am currently starting a new business. Does this offer something that can help me with that? The answer is mostly no. However, that doesn't seem to be the fault of the book. Rather, it's the nature of word of mouth, as becomes clear in the book. It's not something you can really control or measure so in that way I was disappointed.
The book does a good job of discussing a few ideas ideas about word of mouth, such as why being honest in marketing is needed (which is why every review from a BzzAgent on here is saying so), that the influential people may not be who you think they are, etc. Each chapter is prefixed by an illustrative fantasy example about the imaginary sparklyperfect product, which did help me to understand the ideas being discussed.
The main problem that I have is that the book didn't seem to come together to anything new in the end. It felt like a bunch of observations on marketing that weren't related except by being somewhat about worth of mouth and some of those were obvious to me (people don't like being lied to). The potential was there, with the concept of with instead of at marketing introduced briefly in the last chapter, but it was left unfulfilled.
The book has given me some things to keep in mind in my own marketing efforts and for someone interested in the subject, it's probably worth reading. I think it could have been much more useful with more of an end in mind, though.
However, beyond this audience, I see this book as having limited appeal. If you're a skeptic, there is little here to convince you that word of mouth campaigns are effective. If you're looking to do something other than hire the author's company, you'll get no useful advice on how to start a word-of-mouth campaign. You will, however, hear the author's autopsy of "failed" campaigns... but will only hear the author's limited view of why they failed, without a discussion of equally cogent reasons.
Personally, I'm not an evangelist. In the end, I feel that, if I recieved this book as a free promotion from the author's company, to explain what they do and why they do it -- I'd be satisfied. If I paid for this book to learn how or why to run a word-of-mouth marketing campaign, I'd be disappointed.
Most Recent Customer Reviews
I own a small retail business and picked this book up because I thought it might have some marketing ideas that I wasn't already using.
It didn't. Read more
In this book Dave Balter talks primarily about his BzzAgent word-of-mouth agency experiences and details how the agency conducts campaigns for clients. Read morePublished on October 14, 2009 by The Marketing Guy Who Drives Sales -r
An excellent take on word-of-mouth marketing from a leader in the field. Through a step-by-step account of a fictional marketing campaign and real-life anecdotes, Balter conveys... Read morePublished on February 2, 2009 by Lois Lain
It doesn't take very long to see that word-of-mouth is really what drives our purchases. Everything from the employee recommendations on the wiki to amazon's user reviews, from... Read morePublished on January 5, 2009 by sknep
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... Read morePublished on August 25, 2008 by Starting Out
Grapevine is centered around the idea that people are naturally inclined to talk about products. David Balter stresses importance of word-of-mouth, and even more importantly, the... Read morePublished on January 26, 2007 by Ilya Grigorik
Trying to find a new dentist in town? Need to know a great hole-in-the wall eatery? You're probably banking on someone's recommendation more than anything else. Read morePublished on January 9, 2007 by Dusty Sparkles
Dave Balter is a genius. This book captures his passion for an industry that he is seeking to shape and define with integrity. Read morePublished on September 18, 2006 by AZ Book Fan
This book is simply an ego boost for the author. I found absolutely nothing I could use in my own business, but was
vaguely impressed with the writers "word of mouth"... Read more