Word of Mouth Marketing

I had earlier posted on why 'grapevines' tend to be stronger than formal communiques. The credibility that grapevines or 'word-of-mouths' carry pose tremendous opportunities for marketers to leverage.

In, 'Grapevine - The new art of Word-of-Mouth Marketing', Dave Balter and John Butman have described how the 'power of grapevine' can be leveraged. In a nutshell their book is about -

• why people talk about products and services, and all people really do.
• how WOM is fundamentally different from other alternative forms of marketing
• how WOM proliferates in unpredictable ways
• why there are limited WOM windows
• the fact that WOM is product storytelling
• the fact that WOM does not have to be positive to be good.
• why WOM is the basis for a new approach to marketing