How bad reviews help brands build business

09/15/2011 | Advertising Age (tiered subscription model)

Every marketer loves to bask in the glow of stellar product reviews, but sometimes the negative feedback is better, writes Bazaarvoice CMO Erin Mulligan Nelson. Bad reviews help a brand build credibility and sales, and can offer vital feedback to help your company fix flaws, she writes.

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Advertising Age (tiered subscription model)

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