The Buzz Starts Here: Finding the First Mouth for Word-of-Mouth Marketing - Knowledge@Wharton
Call it viral, buzz or word-of-mouth advertising: Getting customers to spread the word about a new product through their social or professional networks is a hot strategy in the marketing world. Its proponents insist that the technique -- whether online or face-to-face -- is sure to boost a company's return on investment (ROI).
research papers or on conference speaker lists. "Physician 184 was self-effacing. He did not want to stand on a soap box," said Van den Bulte. "He was respected, but not in a flashy fashion. He was the opposite of a rock star."
The Buzz Starts Here: Finding the First Mouth for Word-of-Mouth Marketing
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