TITLE

Watch your mouths

PUB. DATE
September 2006
SOURCE
Marketing Management;Sep/Oct2006, Vol. 15 Issue 5, p6
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses a study by JupiterResearch concerning word-of-mouth marketing. The study, which polled 72 firms with annual revenues of less than $1 million and 173 firms with annual revenues of greater than $1 million, revealed that small companies believe word-of-mouth marketing needs to be nurtured. In addition, small companies are more likely to utilize free tools like blogs and message boards to measure marketing effectiveness, as well as permitting employees to engage with customers frequently.
ACCESSION #
22934474

 

Related Articles

  • CHAPTER 12: Small Business Marketing 101. Pakroo, Peri H. // Small Business Start-Up Kit;3/1/2012, p215 

    The article focuses on marketing of small businesses. It states that one need to understand his market which includes customers, competitors and one's industry and so should conduct market research. It mentions that marketing depends on type of customers of a business and suggests to use right...

  • THE IMPACT OF SMALL SERVICE PROVIDERS' CHRISTIAN IDENTITY ON CONSUMER PERCEPTIONS. Taylor, Valerie A.; Halstead, Diane // Academy of Marketing Studies Journal;2014, Vol. 18 Issue 2, p203 

    This research was supported by the Frank Varallo Professorship in Business Administration and the Mary Harris Distinguished Professor of Entrepreneurship both of the University of Tennessee at Chattanooga. The authors contributed equally to this work. A trend often overlooked in the small...

  • INDEPENDENT VERSUS INCENTIVIZED WORD-OF-MOUTH: EFFECTS ON LISTENERS. Martin, William C. // Academy of Marketing Studies Journal;2014, Vol. 18 Issue 1, p261 

    Many firms have begun rewarding their customers for engaging in positive WOM. While prior research has shown that this practice can encourage WOM and be profitable, its impact on listeners has not been investigated. In this paper, an experiment is used to evaluate the effect that a firm's WOM...

  • WHY WORD OF MOUTH WORKS. Erickson, Kathleen // Agri Marketing;Sep2005, Vol. 43 Issue 7, p38 

    Presents the second article of the five-part series which explores the factors that contribute to the effectiveness of word-of mouth marketing in various industries. Functions of word-of mouth marketing; Relevance of information saturation in the wide acceptance of marketers in word-of mouth...

  • Essence of marketing should be right on the trip of your tongue. Ritson, Mark // Marketing (00253650);1/23/2003, p18 

    Focuses on the importance of the word-of-mouth marketing strategy for companies. Word-of-mouth strategies adopted in advertising; Requirements of harnessing the power of word-of-mouth marketing; Methodology adopted by a word-of-mouth marketing company Wildfire.

  • Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study. Richins, Marsha L. // Journal of Marketing;Winter83, Vol. 47 Issue 1, p68 

    While marketing scholars have emphasized the importance of customer satisfaction, few studies have examined in detail consumers' responses to dissatisfaction. This study examines correlates of one possible response--telling others about the dissatisfaction--and identifies variables that...

  • The Renaissance of Word-of-Mouth Marketing: A 'New' Standard in Twenty-First Century Marketing Management?! Meiners, Norbert H.; Schwarting, Ulf; Seeberger, Bernd // International Journal of Economic Sciences & Applied Research;Dec2010, Vol. 3 Issue 2, p79 

    In this paper the importance of word of mouth for marketing management in the twenty-first century will be discussed. After a short introduction, there will be a focus on the demarcations and problems of traditional marketing. Then, in the third section, word of mouth (WOM) and word-of-mouth...

  • PRODUCT INVOLVEMENT AND ONLINE WORD-OF-MOUTH IN THE SOUTH AFRICAN FAST FOOD INDUSTRY. De Meyer, Christine F.; Petzer, Daniel J. // Journal of Global Business & Technology;Spring2014, Vol. 10 Issue 1, p16 

    Word-of-mouth (WOM) impacts on satisfaction, loyalty and profitability, while the level of product involvement influences the extent to which consumers engage in WOM. The Internet furthermore allows for the rapid diffusion of WOM. This study investigates product involvement and online WOM in the...

  • Idle talk. Vence, Deborah L. // Marketing News;7/15/2006, Vol. 40 Issue 12, p4 

    The article discusses a study conducted by JupiterResearch in the U.S. in 2006, which revealed that small companies are taking hands-on approach to word-of-mouth marketing compared with large and midsize firms. The revenue and sales requirements of firms included in the survey are revealed. The...

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics