Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/66627
Authors: 
Meiners, Norbert H.
Schwarting, Ulf
Seeberger, Bernd
Year of Publication: 
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

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