Calculating Word of Mouth Equity.
From McKinsey Quarterly: By looking at the impact—as well as the volume—of the word-of-mouth messages, this metric lets a marketer accurately test their effect on sales and market share for brands, individual campaigns, and companies as a whole.
通过对口碑营销所传达的信息的力度以及强度上的观察,我们发现通过该标准(如图),市场营销人员可以精确地检测WOM信息在整个品牌产品销售、市场份额(变化)、公司以个别的营销活动中所发挥的作用。
8 Responses to Calculating Word of Mouth Equity.
Leave a Reply Cancel reply
Categories.
- China Digital Landscape (137)
- China Social Media (97)
- International Social Media (40)
CNBC Features Resonance China.
Recent Comments.
- Chain Media on 200 million Chinese online shoppers spent 7 trillion RMB in 2011.
- Ricardo on 200 million Chinese online shoppers spent 7 trillion RMB in 2011.
- Ricardo on 200 million Chinese online shoppers spent 7 trillion RMB in 2011.
- Tim_Gardner on China online video ad revenue: 1.687 billion RMB in Q4 2011.
- Tim_Gardner on China consumes over 25% of total global luxury goods.









Calculating Word of Mouth Equity. http://bit.ly/fpqMWN
RT @littleredbook: Calculating Word of Mouth Equity. http://bit.ly/fpqMWN
RT @littleredbook: Calculating Word of Mouth Equity. http://bit.ly/fpqMWN
RT @littleredbook: Calculating Word of Mouth Equity. http://bit.ly/fpqMWN
RT @littleredbook: Calculating Word of Mouth Equity. http://bit.ly/efz33f
RT @littleredbook: Calculating Word of Mouth Equity. http://bit.ly/fpqMWN
RT @littleredbook: Calculating Word of Mouth Equity. http://bit.ly/fpqMWN
RT @littleredbook: Calculating Word of Mouth Equity. http://bit.ly/fpqMWN