Measuring word of mouth - the bottom line impact

While still in its infancy, the practice of developing and implementing marketing strategies designed to leverage the power of personal recommendations on a grand scale holds great promise.

Measuring word of mouth – the bottom line impact

Judy Melanson and Heather MagawChadwick Martin Bailey, Inc., United States

WORD-OF-MOUTH ADVOCACY HAPPENS

Word-of-mouth (WOM) advocacy, where a person enthusiastically recommends a company, destination...

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