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July 5, 2005 How To Build A Word-Of-Mouth Marketing Campaignby Michèle Bouquet, Jim Nail with Fiona McDonnell, Jaap Favier |
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This is an excerpt
Executive Summary
By embracing word of mouth (WOM), marketers can motivate consumer communication and discussion about their brand and generate buzz. Despite a jumble of confusing terms and concepts, planning a WOM campaign comes down to some basic marketing concepts: the audience, the message, the vehicle, and the metrics. Finding the right combination will give a WOM marketing campaign the greatest chance to spread faster than a hot stock tip at a cocktail party.
This is an excerpt
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