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...

The aim of the present paper is to analyze the main models of collaboration and the use of a Web CMS, in order to develop an online community. Taking into consideration the multitude of the existing Web CMSs on the market and their diverse functionalities, we conducted a prospective study that...

Four years of EU membership has brought new opportunities and challenges for local companies and public administration in member countries. New small and medium companies (SMB) emerged in the neighboring regions cross over the former frontiers, there are new clusters using inter-regional...

In the past decade, many information and communication technology (ICT) projects in Indian agriculture have emerged, either substituting or supporting extension services by providing farmers with access to agricultural information. ICTs have the potential to reach many farmers with timely and...

In this short paper, we discuss some efficient strategic content management practices that would help enhance a firm’s business horizons to deliver better quality product to their end customers. Since business firms who operate data mining and knowledge-based services related to market...

In a viral marketing campaign an organization develops a marketing message, and stimulates customers to forward this message to their contacts. Despite its increasing popularity, there are no models yet that help marketers to predict how many customers a viral marketing campaign will reach, and...

In a viral marketing campaign an organization develops a marketing message, and stimulates customers to forward this message to their contacts. Despite its increasing popularity, there are no models yet that help marketers to predict how many customers a viral marketing campaign will reach, and...

The paper studies the impact of homophily on the optimal strategies of a monopolist, whose marketing campaign of new product relies on a word of mouth communication. Homophily is a tendency of people to interact more with those who are similar to them. In the model there are two types of...

Information technology tools such as internet and web marketing plays a significant role in expansion of marketing operations. The paper aims at to examine the awareness level, advantages associated with internet marketing and internet marketing problems faced by the small entrepreneurs of...

Word of mouth marketing — the intentional influencing of consumer-to-consumer communications — is an increasingly important technique. The authors overview and synthesize extant word of mouth theory and present a study of a marketing campaign in which mobile phones were seeded with prominent...