Case study: word-of-mouth marketing

This article describes a conceptual model for effective word-of-mouth marketing. The systematic approach shows how to identify, target and measure the appropriate influence points for any subject.

Case study: word-of-mouth marketing

Andrea WilsonWhite Stone

A leading high-street retailer wanted to expand its branch network into individual towns. But first it needed to resolve a conundrum: why were some of its branches welcomed by the local community...