Mouth to mouth
Article Abstract:
A metric for word-of-mouth importance in online discourse was proposed by Paul Dwyler. He also examined the impact of highly valued discourse on network involvement. Dwyler validated the applicability of Google's PageRank metric for measuring values, and demonstrated that people join networks by choosing people who know more than they do. It is believed that the use of the adapted PageRank metric can help companies in identifying consumer opinions.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2007
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Loyalty linkage
Article Abstract:
Marketing metrics and return on marketing investment are usually the major concerns of corporate marketing leaders and their companies. A study by the Association of National Advertisers classified marketers in terms of their degree of sophistication in addressing marketing accountability. It is also believed that a metric for customer loyalty is needed, which will eventually be embedded in the organization's performance management systems.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2007
User Contributions:
Comment about this article or add new information about this topic: