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Commercial Resources Related to Mass and Interpersonal Communication

Balter, D., & Butman, J. (2005). Grapevine: The new art of word-of-mouth marketing. New York: Portfolio.

Gladwell, Malcom (2000). The tipping point: How little things can make a big difference.  Boston: Little, Brown.

Godin, S. (2001). Unleashing the ideavirus: Stop marketing at people!
Turn your ideas into epidemics by helping your customers do the
marketing for you. New York: Hyperion.?

Rosen, Emmanuel (2000).  The anatomy of buzz: How to create word of mouth marketing.  New York: Doubleday/Currency.

Silverman, G. (2001). The secrets of word-of-mouth marketing: How to
trigger exponential sales through runaway word of mouth. New York:
AMACOM. (See particularly Chapter 8, on methods of researching word of
mouth.)

Walker, R. (2004, December 5). The hidden (in plain sight) persuaders. New York Times Magazine, 69-75, 104, 130-131.