Doing the Buzz
Roderick White
Marketing is so full of fashions that it is easy to dismiss new ones out of hand. You could take the view that the latest craze, for word-of-mouth marketing (WOMM), is merely an extension of something that has been around for ever.
Or you could argue, with a prominent WOMM blogger (1), that it requires a completely new mindset, and that (as with anything that can be related to the web) anyone who thinks otherwise simply doesn't 'get it'. As ever, the truth probably lies somewhere between these two extremes.
CLUTCHING AT STRAWS?
In a...