CHAPTER 14

Which Methods WorkBest for What? A Word-of-Mouth Checklist

Sources and Delivery Mechanisms

By “method,” I mean sources and delivery mechanisms, which often cannot be separated. As you have probably guessed, no one particular word-of-mouth method works best in every circumstance. Some of the least effective in one kind of situation work spectacularly well in other circumstances. Often, the least effective applicable word-of-mouth method can create more sales than the best of the other marketing methods. Word of mouth is simply in a different league from advertising, sales, or promotions. Figure 14-1 illustrates the relative credibility of word-of-mouth delivery methods.

This is a necessarily partial list, since new methods are being ...

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