A new way to measure word-of-mouth marketing

McKinsey Quarterly

Volumn , Issue 2, 2010, Pages 113-116

  Bughin, J ^a   Doogan, Jonathan ^b   Vetvik, Ole Jørgen ^c  

^a MCKINSEY AND COMPANY   (United States)

^b London Office   (United Kingdom)

^c Oslo Office   (Norway)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 77953349270     PISSN: 00475394     EISSN: None     Source Type: Journal    
DOI: None     Document Type: Article

References (1)

1. The term word of mouth, as used in this article, means consumerto-consumer communication with no economic incentives. The sender may, however, reap social gratifications or rewards.