1/7/2010

To succeed, word-of-mouth marketing needs to be part of your corporate philosophy, writes Andy Sernovitz. To make that happen, Sernovitz adds, it's essential to get senior-level support for your campaign, focus on building broad support among your employees, and plan for the long haul. "Word of mouth is a philosophy, not a tactic," he writes. "It's something you build into everything you do."

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