EconStor >
Kavala Institute of Technology, Greece >
International Journal of Economic Sciences and Applied Research (IJESAR) >

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10419/66627
  
Title:The renaissance of word-of-mouth marketing: A new standard in twenty-first century marketing management?! PDF Logo
Authors:Meiners, Norbert H.
Schwarting, Ulf
Seeberger, Bernd
Issue Date:2010
Citation:[Journal:] International Journal of Economic Sciences and Applied Research [ISSN:] 1791-3373 [Volume:] 3 [Year:] 2010 [Issue:] 2 [Pages:] 79-97
Abstract: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 marketing (WOMM) as a new standard in modern marketing are described. The fourth section broaches the importance of word of mouth and word-of-mouth marketing from the point of view of business and consumers, and then in the fifth section their importance for the Internet is considered. Finally, in section six evangelism marketing is discussed as the most effective form of word-of-mouth marketing. Section seven concludes the paper with a short summary. The paper focuses on scholarly articles and current research so as to keep theory as close as possible to reality.
Subjects:word of mouth
word-of-mouth marketing
evangelism marketing
social media
internet marketing
JEL:M31
M37
Document Type:Article
Appears in Collections:International Journal of Economic Sciences and Applied Research (IJESAR)

Files in This Item:
File Description SizeFormat
659467526.pdf465.09 kBAdobe PDF
No. of Downloads: Counter Stats
Download bibliographical data as: BibTeX
Share on:http://hdl.handle.net/10419/66627

Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.