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Six reasons word-of-mouth doesn't work

MarketingProfs, August 13, 2008

There is likely no other form of marketing communications more compelling than word-of-mouth, the recommendation from a person you like and trust. It's no wonder that virtually every business-to-business marketer prizes it. But some businesses, especially on the B2B side, rely far too heavily on organic word-of-mouth strategies and, specifically, on acquiring new customers primarily through referrals, according to this article in Marketing Profs.