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NEW YORK Consumer studies consistently find that good word of mouth is one of the most influential drivers for moving products off the shelf. In his new book, Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000, Pete Blackshaw presents the case that WOM has become an even more critical issue for marketers in the digital age.
The book, Blackshaw’s first, was published earlier this month by Doubleday. “It’s really a narrative about consumer loyalty,” said Blackshaw, evp, strategic services, Nielsen Online.
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