Whether Spitzer should allow and encourage their "connectors" to reveal their affiliation with the corporate word-of-mouth marketing campaigns. Introduction/Case Summary: Spitzer is a growing regional and corporate communications firm that offer good quality services. Irving Silberstein is the marketing director for Spitzer Group. He was designing Spitzer's first word of mouth campaign for an important client, a manufacturer of beauty products. The word of mouth advertising campaigns morphed from a small fringe specialty to a mainstream marketing technique embraced in the recent past. Therefore, it is highly vital to adopt and implement word of mouth advertising campaigns to increase the number of clients willing to purchase and obtain the company service. Further, it is highly significant Irving develops the advertising campaigns effectively and appropriately. Characters: Irvin Silberstein

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“If you build it, they will come.” (Source: https://articles.bplans.com/target-marketing/) That’s what the author believed when he was first starting out. He assumed that if he opened a business, customers would just show and no major marketing effort required. Other entrepreneurs take the complete opposite approach and treat marketing as if it’s the 1916 Battle of the Somme wherein they throw all of their resources in the general direction of their intended audience and hope something hits its mark. The “if you build it they will come” approach is pretty risky. Just because it worked in Field of Dreams doesn’t mean there’s any reason at all to think that your ideal customers, the ones who both need your product or service and will pay for it are just going to magically find you and start showing up in droves with their dollars. There is a greater chance that Kevin Costner will show up at your door in a baseball uniform later today. Target marketing is researching and understanding…

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Question

Chapter 8, Problem 1ED

Summary Introduction

To determine:

Whether Spitzer should allow and encourage their "connectors" to reveal their affiliation with the corporate word-of-mouth marketing campaigns.

Introduction/Case Summary:

Spitzer is a growing regional and corporate communications firm that offer good quality services. Irving Silberstein is the marketing director for Spitzer Group. He was designing Spitzer's first word of mouth campaign for an important client, a manufacturer of beauty products. The word of mouth advertising campaigns morphed from a small fringe specialty to a mainstream marketing technique embraced in the recent past. Therefore, it is highly vital to adopt and implement word of mouth advertising campaigns to increase the number of clients willing to purchase and obtain the company service. Further, it is highly significant Irving develops the advertising campaigns effectively and appropriately.

Characters:

Irvin Silberstein

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