Conversational Capital.

It is a notion so entrenched, that by now it has almost become a truism. Word-of-mouth has become the communication lever for product manufacturers and marketers, creators of what we call “consumer experiences.” Peer-to-peer communication can kill innovative design, turn accepted pricing wisdom on its head, and neuter multi-million dollar advertising campaigns. Its growing influence is economic sphere, and beyond. While most of us understand the vehicles through which word-of-mouth spreads, its power and origins remain mysterious and impossible to control. But are they really?

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