Focus on Word of Mouth

There are whole businesses springing up around word-of-mouth marketing, or reference marketing. Have you been to It is an interesting concept started up by Philip Jacob, a software architect, technology consultant, and veteran of several Boston-area startups, who had a vision to improve how people shop. According to its Web site, “Online shopping is currently focused on impulse buying, price seeking, and moving inventory. We think it should be about connecting people to products that are the best choice for them, based entirely on individual preferences. This is a big, exciting challenge, and we want to meet it.” (See Figure o1.1.) The site matches you up with your “style twin,” who you grow to ...

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