| dc.description.abstract | Nowadays, consumers are flooded with hundreds of advertising messages;
from ads on television, newspapers, mail boxes, street’s billboards to product placement
in motion pictures. This causes consumers’ ‘level of trust’ on those advertisement to reduce dramatically. Customers now tend to believe only in some credit sources like
‘word-of-mouth’ from their relatives, friends or colleagues. Thus, many professors and scholars have spent time and efforts in researching Word of Mouth Marketing (WOMM)
a new phenomenon in the marketing world. WOMM represents a marketing tool in which marketers only play a role of an initiator for conversations about their products; after that, customers or a target group will be the ones who spread the messages and build their own conversations. Although professors and scholars have presented WOMM’s advantages as well as many techniques in order to apply WOMM in practice, there are only a small number of marketers who choose WOMM in their marketing strategies. It is because WOMM is very different from traditional marketing where marketers have control over the marketing campaigns or marketing the message. This research is aimed to test the WOMM’s effectiveness in MY DUC CERAMICS LIMITED COMPANY (MDC) in order to provide practical proof for marketers who are still wondering to implementing WOMM or not? Qualitative methodology approach for the research is chosen. The data will be collected from historical statistics as well as opinions of staff, agents and customers about employing the WOMM method by MDC. The study finally comes up with findings to answer the research question, and recommendations for MY DUC
CERAMICS and others companies for a better WOMM implementation. | en_US |
