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Alan Mitchell: Reinventing marketing - Word of mouth is over-hyped

By Alan Mitchell, 06 October 11, 12:00

like this have multiplied in recent years as marketers fall in love with the dream of word-of-mouth ... wrote in his textbook, Marketing Management: 'Word-of-mouth communication from an immediate and trusted ... the attractiveness of this proposition, and the recent explosion of fresh means of magnifying word of mouth via ...

Social brands: Unilever shifts focus from social media to word of mouth

By Nicola Clark, 08 February 12, 11:20

CRM programmes and trigger advocacy through word of mouth." Magnus Cormack, director of strategy ...

PUBLIC RELATIONS: Money where your mouth is - Spreading the word about Tamagotchi worked for Bandai

By DAVID MURPHY, 09 October 97, 12:00

It s often said that an unsolicited word-of-mouth endorsement is the best form of publicity a ... It s often said that an unsolicited word-of-mouth endorsement is the best form of publicity a ... for word-of-mouth PR started in Japan, where a number of agencies have been established which recruit ... -party endorsement. Advertising says: I m great , PR says: I hear you re great , so in that respect, word-of-mouth ...

Research: Words' worth

25 January 06, 12:00

Brands are stepping up efforts to measure the value of word of mouth as a consumer influence ... of buying groceries online. But which retailer to choose? If word of mouth is anything to go by, Ocado ... .' Clearly, putting word of mouth at the front of a strategy to communicate with customers can be a valuable exercise. Yet for marketers, building a word-of-mouth campaign is in many ways the easy part; measuring its ...

Adwatch: eBay - 'Boxing'

By Nick Hastings, Founder, krow, 06 December 06, 12:00

The challenge for eBay's advertising is to do more for the brand than word of mouth. As fast ... strong enough to thrive on word of mouth. It's just a shame that the communication seems too weighed down ...

Branding News brief: Thielen to enter UK market

09 March 05, 03:53

Design. The wine will be marketed online and by word of mouth.

Hoegaarden to continue word-of-mouth marketing policy

08 November 01, 12:00

Hoegaarden, the Belgian white beer imported by Interbrew, is to continue its word-of-mouth marketing policy in light of figures showing it has bucked the beer market trend by achieving 25% year-on-year growth since its UK launch in 1994. The brand has never advertised in the UK. ...

OPINION: Essence of marketing should be right on the tip of your tongue

By MARK RITSON, assistant professor of marketing at the London Business School, 23 January 03, 12:00

The concept of word of mouth (WOM) has been generally ignored by practitioners and academics alike

Direct brief: Fox Searchlight runs word-of-mouth campaign

24 June 08, 12:00

Fox Searchlight is running a word-of-mouth campaign to mark the DVD release of teen film Juno

Cancer Research UK hires 1000heads for advocacy work

By Becky Wilkerson, 07 August 09, 11:38

LONDON - Cancer Research UK has hired global word-of-mouth agency 1000heads to help it nurture ... marketing at Cancer Research UK, said: We feel that there is a lot of opportunity for us to harness word of mouth for our fundraising campaigns, as well as for brand and health awareness. ...