CHAPTER 1

The Systematic Approach to Word of Mouth

If you are paying attention to what is going on in marketing, you will almost certainly feel disoriented and overwhelmed. I want to offer some perspective, reassurance, and encouragement. You are not alone. You are feeling the way everyone does in a revolution. And, we are experiencing several revolutions simultaneously.

The Digital-Information-Knowledge-Transportation-Communications-Internet-Marketing-Word-of-Mouth Revolutions

I’ll let you in on a little secret: No one fully knows what’s going on!

As writings during other revolutions show, it’s hard to see the significance of a revolution when you’re in the middle of it. It’s even harder to figure out what to do. History shows clearly that a ...

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