Grapevine: The New Art of Word-of-Mouth Marketing

by Dave Balter, John Butman

Word of mouth is an amazingly powerful force — but how does it really work?.

Businesses have become obsessed with stimulating word-of- mouth to counteract the declining effectiveness of advertising. But it’s easier said than done.

As the founder of BzzAgent, a community of more than 400,000 people who volunteer to talk to friends and acquaintances about products they genuinely love, Dave Balter is a successful practitioner, not a theorist. And he’s figured out how to measure and harness word-of-mouth without corrupting it.

In Grapevine, Balter shows why honest feedback – about books, restaurants, gadgets, or anything else – is more believable than any paid endorser. And he answers some of the most elusive questions in marketing, such as what makes word-of-mouth very different from “buzz” and “viral marketing.”

Genres: Business, Nonfiction

288 pages, Hardcover

First published November 3, 2005

Reviews

[Greta Macionytė · Rating 2 out of 5]

An interesting artifact from the pre-social media era, Grapevine offers a peek into the early thinking around word-of-mouth marketing, before the rise of social media and influencer industry. Its core principles of authenticity, peer trust, and ethical transparency still resonate, and in that sense, it deserves some credit as a precursor to modern UGC and influencer marketing.

But in 2025, this book feels more like a time capsule than a practical guide. Without any discussion of platforms, metrics, or the realities of the creator economy, it’s not particularly useful for marketers working in today’s fast-paced, data-driven environment. Worth skimming if you’re curious about the roots of WOM marketing, but not much more.

[Melissa Massello · Rating 4 out of 5]

"Have you, thanks to the recession, joined the legions of entrepreneurs and small business owners pursuing their passions for profit? Get this guide on generating lasting buzz for your project (without spending a cent) from the original guerilla marketers behind BzzAgent."

Featured in 35 Budget Living Picks for National Book Lovers Day on ShoestringMag.com

[Lain · Rating 4 out of 5]

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 the realities, limitations, and pluses of WOM. Entertaining, funny, and easy-to-read. And not just an add for the BzzAgency. Well done!

[Susan · Rating 4 out of 5]

I really enjoyed this book. It was a quick read but packed with helpful tips for word of mouth marketing. As a small business owner who is 95% dependent on word of mouth marketing it was really valuable.

[Jessica · Rating 3 out of 5]

Pretty interesting take on this branch of marketing, but fairly outdated now.

[Jennifer · Rating 2 out of 5]

Very simple approach to word of mouth marketing.

[Lori Grant · Rating 3 out of 5]

An optional-read book on buzz/word-of-mouth marketing for the knowledge worker, manager, executive, or entrepreneur.

[Hugh Chatfield · Rating 5 out of 5]

Marketing via word of mouth - how to make it happen.