The marketing mix strategy of any organisation can have one major function, that is, strategic communication of the organisation with its customers (Proctor, 2000). The marketing mix is a set of controllable tools that the organisation blends in order to produce the response it wants in the target market.
WOM is the most influential medium for business purchases and twice as effective as direct mail or press coverage. 70% of people are more likely to buy a brand if it has been recommended by someone they know, hence WOM is a critically important influence on consumer decision marketing.
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