Artikel
The renaissance of word-of-mouth marketing: A new standard in twenty-first century marketing management?!
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.
- Sprache
-
Englisch
- Erschienen in
-
Journal: International Journal of Economic Sciences and Applied Research ; ISSN: 1791-3373 ; Volume: 3 ; Year: 2010 ; Issue: 2 ; Pages: 79-97 ; Kavala: Kavala Institute of Technology
- Klassifikation
-
Wirtschaft
Marketing
Advertising
- Thema
-
word of mouth
word-of-mouth marketing
evangelism marketing
social media
internet marketing
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Meiners, Norbert H.
Schwarting, Ulf
Seeberger, Bernd
- Ereignis
-
Veröffentlichung
- (wer)
-
Kavala Institute of Technology
- (wo)
-
Kavala
- (wann)
-
2010
- Handle
- Letzte Aktualisierung
-
10.03.2025, 11:43 MEZ
Datenpartner
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Artikel
Beteiligte
- Meiners, Norbert H.
- Schwarting, Ulf
- Seeberger, Bernd
- Kavala Institute of Technology
Entstanden
- 2010
Ähnliche Objekte (12)
Nutzen der digitalen Medien im Word-of-Mouth Marketing
A stakeholder perspective on new ventures' word-of-mouth marketing
Strong ties versus weak ties in word-of-mouth marketing
An investigation of unexploited marketing potentials of word of mouth communication
Twenty-First Period
Twenty-First Evening.
Twenty-First Series.
Twenty-first day
Twenty-first day
Digitales Word-of-Mouth-Marketing: Status Quo und Anwendung für kleine Dienstleistungsunternehmen
Word of mouth communication: A mediator of relationship marketing and customer loyalty
The role of electronic word of mouth marketing in new product launch
Nutzen der digitalen Medien im Word-of-Mouth Marketing
A stakeholder perspective on new ventures' word-of-mouth marketing
Strong ties versus weak ties in word-of-mouth marketing
An investigation of unexploited marketing potentials of word of mouth communication
Twenty-First Period
Twenty-First Evening.
Twenty-First Series.
Twenty-first day
Twenty-first day
Digitales Word-of-Mouth-Marketing: Status Quo und Anwendung für kleine Dienstleistungsunternehmen
Word of mouth communication: A mediator of relationship marketing and customer loyalty
The role of electronic word of mouth marketing in new product launch
Nutzen der digitalen Medien im Word-of-Mouth Marketing
A stakeholder perspective on new ventures' word-of-mouth marketing
Strong ties versus weak ties in word-of-mouth marketing
An investigation of unexploited marketing potentials of word of mouth communication
Twenty-First Period
Twenty-First Evening.
Twenty-First Series.
Twenty-first day
Twenty-first day
Digitales Word-of-Mouth-Marketing: Status Quo und Anwendung für kleine Dienstleistungsunternehmen
Word of mouth communication: A mediator of relationship marketing and customer loyalty