导语

  

    In Grapevine, Baiter explains why real consumer conversation--about restaurants, movies; gadgets, almost anything--is the most powerful marketing medium of all, including advertising. He reveals that ordinary people (your mdm,the guy down the hall at work) are just as influential as the "influentials" that marketers so eagerly try to reach.

内容提要

  

Preface
1. Introduction: Welcome to the Grapevine
   Bardo, Your Average Unique Consumer
2. Who Talks about Products and Why?
  Andie, Attack Marketer
3. Word-of-Mouth Is Not Buzz
   Launch Day
4. How Word-of-Mouth Proliferates
   Who's Your Maven?
5. The Myth of the Influentials
  At the Barbecue
6. Word-of-Mouth Storytelling
  A Pimple on Spark@Perfect
7. The Weird Value of Negativity
  Bardo the Loyalist
8. What's Next for Word-of-Mouth?
   Final Review
Deep Inside the Hive:
More Reports from the BzzAgents
Acknowledgments
Index