Unleashing the power of word of mouth: Creating brand advocacy to drive growth

Journal of Advertising Research

Volumn 47, Issue 4, 2007, Pages 448-452

  Keller, Ed ^a  

^a Keller Fay Group

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EID: 56149126651     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/S0021849907070468     Document Type: Article

References (8)

1. Arndt, Johan. "Word of Mouth Advertising." ARF Monograph. New York: Advertising Research Foundation, 1967.
2. Dye, Renee. "The Buzz on Buzz." Harvard Business Review, November 2000.
3. Keller, Ed, and Jon Berry. The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy. New York: Free Press, 2003.
4. Laborie, Jean-Louis. "The Theory Behind Engagement and Integration's Early Experience Across Media." Paper presented at ReThink: 52nd Annual Advertising Research Foundation Annual Conference and Expo, March 20-22, 2006: [URL: http://mail.thearf.org/roymorgan/Engagement/2006.rethink.ARF.The%20Theory. pres.Laborie.pdf].
5. Marsden, Paul, Alain Samson, and Neville Upton. "Advocacy Drives Growth." Brand Strategy, December 2005.
6. Plummer, Joseph. "Engagement: 21st Century Marketing." Paper presented at ReThink: 52nd Annual Advertising Research Foundation Conference and Expo, March 20-22, 2006: [URL: http://mail.thearf.org/roymorgan/Engagement/ 2006.rethink.ARF.Engagement.pres.Plummer.pdf].
7. Reichheld, Frederick F. "The One Number You Need to Grow." Harvard Business Review, December 2003.
8. Wasserman, Todd, and Jim Edwards. "Marketers' New World Order: Letting Go." Brandweek, October 6, 2006.