Recommendation marketing as an instrument of marketing communication process between company and consumers

Abstract

The process of marketing communication with client like all other marketing management processes is still changing. At present time, communication based on standard techniques should only be a prelude to further dialog with client. Effectiveness of such conversation takes place when, not only the company, but also the consumer can express his opinions and views. New technologies like internet and mobile telephone facilitate mass communication between client and company, and that can easily change the company status from prosperous to losing clients. Here the modern technique of marketing communication, word of mouth marketing can be applied. The aim of this paper is to discover communication channels of WOMM and attempt to define which path leads to company commercial success.

Questionnaire studies carried out by authoress of this paper indicate possible ways of using recommendation marketing and show effective tools and economy sectors in which WOMM is especially advisable.