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Traditional marketing wisdom has it that if one wants to use "word of mouth" one would be better sure the people doing the talking are knowledgeable about the product. But a new large-scale field experiment on viral marketing by INSEAD Assistant Professor of Marketing, Andrew Stephen, puts paid to that age-old concept." What the authors found in research with viral marketing companies is that the one don't need experts or brand evangelists. One would need social people who like to talk and most of those conversations happened offline."
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