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Growing a business with word-of-mouth marketing: the case of iXiGO.com

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image for OpenScout resource :: Growing a business with word-of-mouth marketing: the case of iXiGO.com

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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.

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http://knowledge.insead.edu/INSEAD-knowledge-word-of-mouth-marketing-110525.cfm