Large brands are often able to create large buzz. T more
Large brands are often able to create large buzz. They have big budgets, brand recognition, and teams of marketers. They also often have to deal with bureau- cracy, a slow decision making process, and cultures that tend to stick with traditional marketing.
Small businesses can also create buzz. While lacking the budget, brand, and resources of larger companies, they can move fast, tend to be goal-oriented, and are more willing to take chances than their larger counter- parts.
This paper examines why Word of Mouth Marketing makes sense for small businesses, examines our ap- proach to planning WOM episodes, suggests ways of tracking WOM episodes, and highlights our own case studies. less
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