Gaining influence through word of mouth

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Gaining influence through word of mouth

INSTRUCTIONS:

Please read the following article: http://www.brandchannel.com/features_effect.asp?pf_id=196 And write the following: 1- Summary of the article: it shouldn`t be more than one-quarter of the assignment. 2- Analysis/critique of the article with specific reference to how the principles, concepts, and theories of consumer behaviour are applied in the article. (This should take three-quarters of the assignment).

CONTENT:

Article critique Name Course Tutor Date Article Critique Summary of the article Gaining Influence by Word of Mouth, By Randall Frost Gaining influence through word of mouth is a business marketing article. Roper ASW pollster Ed Keller and John Berry, in the article advocate for the strength of the word of mouth as a marketing tool. Just like the internet can spread information fast word of mouth still remains a better way, to reach the audience (Randall, 2004). The article gives insights of how opinion leaders used in business marketing to influence consumers by word f mouth. According to the article, there is a need to identify the right opinion leaders, target them in brand campaigns, after, analysis of the right consumers for their influence. How...

Gaining influence through word of mouth