P&G's Vocalpoint - Using Moms for W.O.M.
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ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. | |||||||||||||||||||||||||||||||
Abstract:
Analysts opined that this strategy proved to be effective as research showed an increase in sale of products promoted through this network of people. The case also highlights the ethical implications of using people to market products through word-of-mouth recommendations. Issues:
» Understand the importance of word-of-mouth marketing in the promotion of consumer products. Contents:Keywords:Procter & Gamble, Tremor, Vocalpoint, Word-of-mouth, Buzz marketing, Customer-made, Connect and Develop, Consumer goods, Marketing Management, Ethics, Advertising, Connectors, Word of Mouth Marketing Association, Influencers, Social network, Women, Moms. |
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