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ABSTRACT The evidence is abundantly clear: word of mouth (WOM) is the most important and effective communications channel. Now, the search is on for strong, quantifiable research to help marketers navigate this new terrain, where control rests with the consumer and not the marketer. This article lays out important insights drawn from Keller Fay9s continuous monitoring of America9s offline and online WOM conversations.
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Ed Keller (2007) studied this question.
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