Growing a business with word-of-mouth marketing: the case of iXiGO.com
Most start-up companies allocate a hefty budget for advertising and marketing at the beginning, especially when they have lofty goals of capturing market share. But an Indian online travel start-up has proven the unthinkable: you can do it all by word-of-mouth and not spend a penny on advertising.
en
text/html
http://knowledge.insead.edu/INSEAD-knowledge-word-of-mouth-marketing-110525.cfm
Copyright INSEAD. All rights reserved