WORD-OF-MOUTH MARKETING: The global rise of word of mouth
If you ask consumers what's most important to them in life, the list is topped by such things as good health, a happy marriage, children, a home, and security - irrespective of geography or demographic group. It's when you get further down the list that things begin to get a little more in...
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| Published in: | Brand Strategy 2006-10, p.42 |
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| Format: | Article |
| Language: | eng |
| Subjects: | |
| Online Access: | Get full text |
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| Summary: | If you ask consumers what's most important to them in life, the list is topped by such things as good health, a happy marriage, children, a home, and security - irrespective of geography or demographic group. It's when you get further down the list that things begin to get a little more interesting; we start to see significant variations in priorities from different people and countries. Consumers are increasingly talking about the importance of having control over one's life. Control is always going to be most evident in the big life-changing decisions we make, such as where to live, who to share our lives with, where to work and what do with our lives. But consumers also want control over the small parts of their lives too; what products to buy, where to buy them and how much to pay for them. |
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| ISSN: | 0965-9390 |