MARKETING BOOKSHELF: FUTURE PERFECT?

Roderick White reviews the book ‘Connected Marketing: The Viral, Buzz and Word of Mouth Revolution’:
… the idea of ‘connected marketing’ has already become a significant and important part of the marketing mix … The various chapters include a number of impressive case studies, many of which demonstrate how WOM needs to be part of an integrated, holistic campaign, and which rightly emphasise… WOM’s market power.