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For Marketing Leadership Professionals

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October 30, 2007

Demystifying The WOM Consumer

An In-Depth Look At Those Who Give And Receive Product Advice

by Lisa Bradner

with Cynthia N. Pflaum, Christine Spivey Overby, Sarah Glass

Average:
(4 ratings)

This is an excerpt

Executive Summary

Word-of-mouth (WOM) consumers represent a valuable audience for marketers. Although difficult to win over at first, two-thirds of WOM consumers display lasting brand loyalty. Marketers can win over these individuals by offering buzz-worthy products that stimulate chatter, investing in appropriate media, and rewarding these sharing consumers over time.

This is an excerpt

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