TMC Vocabulary
pg.10
Compiled by Chris Halliwell, TMC Director
Word-of-Mouth
Word-of-Mouth spoken (and unspoken but visible) means of communication among members of a Community, and between Adjacent Market communities. Word-of-mouth is the most powerful form of market communication because it involves a reference source that confers credibility on information, thereby making it more persuasive in creating both positive and negative perception. The credibility of this phenomenon is invaluable to marketing and sales efforts aimed at establishing solution Differentiation and favorable Positioning in the minds of target customers.
