The word on the street

Mitchell, Alan
February 2006
Brand Strategy;Feb2006, Issue 199, p9
Trade Publication
The article focuses on the influence of word-of-mouth advertising in relation to purchasing decisions of consumers in Great Britain. It is stated that word-of-mouth marketing was not considered as mainstream because one of its major barrier is control. Companies are controlling every detail of their marketing efforts. But according to Justin Kirby, of Digital Media, he pointed out that boring products can have interesting communications.


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