DEFINITIONS

"The best prospect is the client who has already dealt with you. The second best is the one referred to by a client who has dealt with you previously. The third best is the on e referred to you by another trusted professional or friend." Marilyn Jennings.

"Marketing communications is much broader than advertising, direct mail, or public relations. While they have varying degrees of value, based on the product complexity and the market size, they can't create customer experience." Regis McKenna

"Word of mouth advertising is defined as oral, person-to-person communication between a receiver and a communicator whom the receiver perceives as non-commercial, concerning a brand, a product or a service." Johan Arndt

"Advertising is legalized lying." H.G. Wells

"Word of mouth is the business world's equivalent of gossip; which may explain why it is so likely to be repeated when it is negative." Chip Walker

"Word of mouth is not advertising in the purest sense, because it is unpaid communications." Chip Walker

"An advocate is someone who tells everyone how great your business is." Murray Raphel and Neil Raphel

"The invisible thing called a good name is made up of the breadth of numbers that speak well of you." Lord Halifax

"Within the loyalist camp (of consumers) are individuals who are so satisfied, whose experience so far exceeds their expectations, that they share their strong feelings with others. They are apostles." Thomas O. Jones and W. Earl Sasser, Jr.

"Opinion leaders are people who have face-to-face contact with and influence other potential customers." Joel R. Evans and Barry Berman

"Opinion leadership is the process by which one person (the opinion leader) informally influences the actions or attitudes of others, and who may be opinion seekers or merely opinion recipients." Leon G. Schiffman and Leslie L. Kanuk