What’s the Word?

Spurred on by the realization that no advertising can match the impact of an unsolicited testimonial, marketers around the world are seeking ways to leverage the power of word of mouth.

What's the Word?

Nigel Hollis

People talk to each other. That's nothing new. But increasing numbers of marketers are now seeing an opportunity for word of mouth (WOM) to play a more prominent role in their communications plan. Why?

First, there is little...

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