Abstract
Aliza Freud partnered with Josh McKay (both CBS '01) to launch SheSpeaks, a word-of-mouth (WOM) marketing community, in 2007. What business model would help them to compete in the world of Facebook and Twitter — and by what means should they measure the sucesss of their marketing campaigns?
Full Citation
Toubia, Olivier.
Word-of-Mouth Marketing: SheSpeaks. Columbia Business School:
CaseWorks,
2010.