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  • 'Turning Social Capital Into Economic Capital' - Straight Talk About Word-Of-mouth Marketing

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    Jonathan Willbanks
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    If your hair stylist gave you $10 every time you sent one of your friends her way, you might be more tempted to tell everyone what a fabulous stylist she was -- or you might even try to make new friends to refer. This clever method of customer acquisition is a form of word-of-mouth marketing known as a referral program, and it is becoming increasingly popular in a wide range of industries, from financial services and automobiles to newspapers and hotels. Indeed, according to a new study co-authored by Wharton marketing professor Christophe Van den Bulte, referral programs are a financially attractive way for firms to acquire new customers.

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    'Turning Social Capital Into Economic Capital'- Straight Talk About Word-Of-mouth Marketing

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    If your hair stylist gave you $10 every time you sent one of your friends her way, you might be more tempted to tell everyone what a fabulous stylist she was -- or you might even try to make new friends to refer. This clever method of customer acquisition is a form of word-of-mouth marketing known as a referral program, and it is becoming increasingly popular in a wide range of industries, from financial services and automobiles to newspapers and hotels. Indeed, according to a new study co-authored by Wharton marketing professor Christophe Van den Bulte, referral programs are a financially attractive way for firms to acquire new customers.

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    Download as PDF, TXT or read online from Scribd
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    15 views3 pages

    'Turning Social Capital Into Economic Capital' - Straight Talk About Word-Of-mouth Marketing

    Uploaded by

    Jonathan Willbanks
    If your hair stylist gave you $10 every time you sent one of your friends her way, you might be more tempted to tell everyone what a fabulous stylist she was -- or you might even try to make new friends to refer. This clever method of customer acquisition is a form of word-of-mouth marketing known as a referral program, and it is becoming increasingly popular in a wide range of industries, from financial services and automobiles to newspapers and hotels. Indeed, according to a new study co-authored by Wharton marketing professor Christophe Van den Bulte, referral programs are a financially attractive way for firms to acquire new customers.

    Copyright:

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