Dave Balter; John Butman

Grapevine

New York: Portfolio, 2005

ISBN: 1591841100

LCC: HF5827.95.B35 2005

Interesting in that it distinguishes between “word-of-mouth” and “buzz.” Word-of-mouth, in this account, is talk about a brand, product, or service. Buzz is talk about a promotion or event. Example: how many conversations did you have in 2005 about the “Tendercrisp Chicken Sandwich”?

Tags: books, marketing, Balter, Butman

One comment on Grapevine…

What’s funny about this book is that Mr. Balter spends half of his words apologizing for being the founder of BzzAgent, the “word of mouth” marketing agency that pissed off just about everyone.

You know you’re in trouble when the marketing community thinks you’re a total dirtbag.

Jereme

April 6 2007
Friday