Monthly Archives: April 2010


Measuring professional and business service Word-of-Mouth marketing

I usually bluster that professional and business service firms (PSFs and B2Bs) get short shrift in research on marketing practices. And I am sometimes concerned when PSF and B2B marketers tell me they are challenged about undertaking even (arguably) traditional measurements like brand awareness.   But when it comes to Word-of-Mouth marketing -- much less measuring it -- it's a new world