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- Title
BECOMING A TALKABLE BRAND.
- Authors
Moore, John
- Abstract
The article focuses on ways to create a really talkable brand which include listening to what customers are saying and reacting accordingly, making the buying experience tailored to their needs and wants, and supporting them with excellent customer service to make them want to come back. It cites a study which reveals that word of mouth is responsible for up to 50% of all purchase decisions made. It mentions how Starbucks, Apple and Zappos build their businesses by being talkable everyday.
- Subjects
BRANDING (Marketing); CUSTOMER relations; CUSTOMER services; WORD-of-mouth communication; STARBUCKS Corp.; APPLE Inc.
- Publication
Baylor Business Review, 2012, Vol 30, Issue 2, p22
- ISSN
0739-1072
- Publication type
Article