WORD-OF-MOUTH & BUZZ MARKETING

  • Richard K Miller & Assotiates
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Abstract

:Chapter 10 of the book "The 2006 Entertainment, Media & Advertising Market Research Handbook" is presented. Considered as one of the oldest communication tools, word-of-mouth (WOM) is an effective marketing tool. The findings of a survey conducted by Ernst & Young regarding the influence of WOM on consumer decision making are discussed. The concept of buzz marketing is detailed.

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Authors

  • Richard K Miller & Assotiates

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