- Where consumers gather and messages propagate: personal emails, discussion forums, chat rooms, blogs, RSS feeds, wikis and search engines.
- How to harness “word of mouse” to enhance existing relationship marketing programmes and your brand.
- Tips for facilitating the spread of viral messages about your brand.
- Who are the “sneezers” who will spread your viral message?
- Handling input and feedback from your consumers, the public, the media and analysts.
- Success stories and flops: what’s worked and what hasn’t.
- How can Internet word of mouth enhance existing relationship marketing programmes and your brand?
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