Global Word of Mouth

Stauss, Bernd
September 1997
Marketing Management;Fall97, Vol. 6 Issue 3, p28
The article discusses how the exponential growth of the Internet can be used as a tool for disseminating the good or bad service experiences of customers. The author has pointed out that there is a need for managers to understand that the Internet is more than a new communication tool in the hands of companies and their advertising agencies. Handling this powerful medium will be an important task for managers. He has also presented some common questions typically asked by customers and has recommended some ways on how to monitor or offset Internet "word of mouth" complaints. Its impact on the image of a company is likewise explained.


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