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The Renaissance of Word-of-Mouth Marketing: A 'New' Standard in Twenty-First Century Marketing Management?!

Author

Listed:
  • Norbert H. Meiners

    () (Department of Business Administration & IT, FHWT - Private Fachhochschule für Wirtschaft und Technik Vechta (Private University of Applied Sciences), Rombergstraße 40, D- 49377 Vechta (Germany))

  • Ulf Schwarting

    () (FHWT - Private Fachhochschule für Wirtschaft und Technik Vechta (Private University of Applied Sciences), and Consultant at Ulf Schwarting Management Support, Kira-von-Preußen-Weg 5, D- 28357 Bremen (Germany))

  • Bernd Seeberger

    () (Institute of Gerontology and Demographic Development, UMIT - The Health and Life Sciences University Hall/Tyrol, Eduard-Wallnöfer-Zentrum 1, A- 6060 Hall/Tyrol (Austria))

Abstract

In this paper the importance of word of mouth for marketing management in the twenty-first century will be discussed. After a short introduction, there will be a focus on the demarcations and problems of traditional marketing. Then, in the third section, word of mouth (WOM) and word-of-mouth marketing (WOMM) as a 'new' standard in modern marketing are described. The fourth section broaches the importance of word of mouth and word-of-mouth marketing from the point of view of business and consumers, and then in the fifth section their importance for the Internet is considered. Finally, in section six evangelism marketing is discussed as the most effective form of word-of-mouth marketing. Section seven concludes the paper with a short summary. The paper focuses on scholarly articles and current research so as to keep theory as close as possible to reality.

Suggested Citation

  • Norbert H. Meiners & Ulf Schwarting & Bernd Seeberger, 2010. "The Renaissance of Word-of-Mouth Marketing: A 'New' Standard in Twenty-First Century Marketing Management?!," International Journal of Business and Economic Sciences Applied Research (IJBESAR), Eastern Macedonia and Thrace Institute of Technology (EMATTECH), Kavala, Greece, vol. 3(2), pages 79-97, December.
  • Handle: RePEc:tei:journl:v:3:y:2010:i:2:p:79-97
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    More about this item

    Keywords

    word of mouth; word-of-mouth marketing; evangelism marketing; social media; internet marketing;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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