Philipp, Schmitt; Bernd, Skiera; den, Bulte Christophe Van - In: GfK Marketing Intelligence Review 5 (2013) 1, pp. 8-11
Marketers increasingly use word of mouth to promote products or acquire new customers. But is such companystimulated WOM effective? Are customers who are referred by other customers really worth the effort? A recent study clearly says “yes”. In a study of almost 10,000 accounts at a German...