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Marketing Doesn't Happen In Campaigns

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Executive Summary

Marketing doesn't happen in campaigns. Word of mouth doesn't happen in campaigns. The choice to implement a word-of-mouth strategy means a fundamental, long-term shift in the way one does business. It means, first, producing a product or service worth talking about, delivering a premium and unique customer experience, and then helping the customer base tell other people about it. It is not a strategy that bumps up the quarterly earnings reports, but increases the long-term profitability and brand. Stephen Covey's analogy of the goose and the golden egg is especially applicable. Take care of the goose (your customer) and it will take care of the golden eggs for you. If your goose is sick, it may take a little while to nurse it back to health before it is well on its way to becoming an egg producer for you.

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