Measuring the Success of Word of Mouth

This paper provides data showing that customer word of mouth recommendation rates predict sales growth for retail banks, car manufacturers, mobile phone networks and supermarkets in the UK.

Measuring the Success of Word of Mouth

Paul MarsdenEnterprise LSE

How do you measure word of mouth? The answer to this question lies in a story involving extraordinarily long tea breaks, telephones, freak lighting and confused market researchers. The time...