Creating an Effective Word-of-Mouth Campaign

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Title : Creating an Effective Word-of-Mouth Campaign
Length :	16:28 minutes (15.08 MB)	Format :	MP3 Stereo 44kHz 128Kbps (CBR)
Paul Rand, CEO of Ketchum's word-of-mouth company, Zócalo Group, goes over a four-step process for crafting word-of-mouth programs built around the creation of an honest, sharable story.

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Keywords :
word of mouth, Zócalo Group, Paul Rand, word of mouth marketing

"Authentic marketing is not the art of selling what you make but knowing what to make. It is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profits to the producers and benefits for the stakeholders."

— Philip Kotler, professor and author of Marketing Management