Word of Mouth Marketing Strategy

Shaping up word of mouth marketing strategy: the case of an independent health club

Owner-managers of small businesses invariably cite word of mouth recommendations as the principal way in which they attract new customers. Marketing theory is under-developed in this field with little empirical evidence about the recommending behaviour of small business customers and referral groups. The case study of an independent health club reported here illustrates how these processes can ...

Shaping up word of mouth marketing strategy: the case of an independent health club. *Dr

A discount strategy in word-of-mouth marketing and its assessment

This paper addresses the discount pricing in word-of-mouth (WOM) marketing. A new discount strategy known as the Infection-Based Discount (IBD) strategy is proposed. The basic idea of the IBD strategy lies in that each customer enjoys a discount that is linearly proportional to his/her influence in the WOM network. To evaluate the performance of the IBD strategy, the WOM spreading process is mo...

Motivation Strategy by using Word of Mouth

In Japan, the mobile phone e-learning is still at the early stage. A reason for this might be the lack of good quality electronic learning materials. In this paper, I develop the mobile phone e-learning using manga based learning system. Word of mouth is a determining factor for success in this system. This case study was to examine motivational factors affecting the mobile phone e-learning sys...

Spread the word. Word of mouth is a powerful, but often undervalued, marketing strategy---here's how to harness it.

W hile woRd-of-mouth mARketing has always been available to marketers, it tends to be dismissed and undervalued as a legitimate strategy. check the index of any marketing or public relations textbook —a description of WOM is usually just a paragraph to a few pages long, if it’s included at all. More often than not, such a mention tends to focus squarely on the consequences of negative WOM witho...