Subsequently an analysis of its importance and scope will be presented, keeping in mind the current issues in marketing which have informed the strategy, specifically in relation to word-of mouth marketing.
"Word-of- mouth marketing is the intentional influencing of consumer to consumer communications by professional marketing techniques." (Kozinets, 2010, p71).
These unethical tactics sow seeds of suspicion in the minds of the consumers and may adversely affect the future successes of the word-of-mouth marketing campaigns as well as instigate heightened measures of government scrutiny over such campaigns.
However, currently word-of-mouth marketing has gained considerable importance among practitioners who are greatly interested in understanding its fine nuances because traditional types of marketing techniques like print and television advertising appear to be losing their grasp on consumers.Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UK Essays.In the present age, when skipping of television commercials is merely a matter of pushing a button of television remote and traditional advertisements reach fewer number of people, marketing professionals are increasingly moving away from mass media to word-of-mouth marketing (Brooks, 2006).Disclaimer: This essay has been submitted by a student.This is not an example of the work written by our professional essay writers.In America, food and dining category is top-most favourite in word-of-mouth marketing as generally people talk about food and dining brands more frequently than they do about other brands (Brooks, 2006). (2005) found that word-of-mouth had greater influence on brand selection than advertising or personal search.