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.

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