Executive Summary (This is a document excerpt)

As consumers eschew traditional advertising formats, word-of-mouth (WOM) marketing has started to attract a great deal of business interest. The top issues facing WOM marketers today are ethics, measurement, and how to get started. Proactive marketers should establish strict ethical guidelines, seek bottom-line results, and start planning WOM campaigns now — integrated into traditional media strategy — and adapt as industry issues evolve.

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