Word-of-mouth | Marketing Glossary

Expert definition

Word-of-mouth defines a working domain; Word-of-mouth handles direction, priorities and resources; Word-of-mouth limits ambiguity. Word-of-mouth begins with preparation; Word-of-mouth gathers a diagnosis, goal and constraints; Word-of-mouth documents them. Word-of-mouth translates inputs into action; Word-of-mouth forms a deliberate directional choice; Word-of-mouth aids judgment. Word-of-mouth aims at an outcome; Word-of-mouth should deliver resources focused on priorities; Word-of-mouth tracks progress. Word-of-mouth has a failure mode; Word-of-mouth can produce an activity list without choices; Word-of-mouth needs correction. Word-of-mouth occupies a specific role; Word-of-mouth also defines exclusions; Word-of-mouth keeps that role clear.

Practical explanation

Word-of-mouth supports everyday work; Word-of-mouth helps companies choose a longer-term direction; Word-of-mouth guides action. Word-of-mouth starts with preparation; Word-of-mouth gathers a diagnosis, goal and constraints; Word-of-mouth reveals gaps. Word-of-mouth directs the work; Word-of-mouth guides a deliberate directional choice; Word-of-mouth creates usable output. Word-of-mouth becomes valuable through impact; Word-of-mouth should achieve resources focused on priorities; Word-of-mouth informs priorities. Word-of-mouth needs disciplined review; Word-of-mouth monitors risks and revision conditions; Word-of-mouth names an owner. Word-of-mouth can fail without oversight; Word-of-mouth may suffer from an activity list without choices; Word-of-mouth then misleads teams.

Frequently asked questions

What does Word-of-mouth mean?

Word-of-mouth addresses one marketing area; Word-of-mouth works with direction, priorities and resources; Word-of-mouth needs boundaries.

When is Word-of-mouth used?

Word-of-mouth supports execution; Word-of-mouth helps a company choose a longer-term direction; Word-of-mouth should produce resources focused on priorities.

What inputs does Word-of-mouth require?

Word-of-mouth depends on evidence; Word-of-mouth requires a diagnosis, goal and constraints; Word-of-mouth needs reliable inputs.

How should Word-of-mouth be evaluated?

Word-of-mouth requires a benchmark; Word-of-mouth reviews decision consistency and milestones; Word-of-mouth checks progress against goals.

What common mistake affects Word-of-mouth?

Word-of-mouth has a frequent failure mode; Word-of-mouth can produce an activity list without choices; Word-of-mouth reviews risks and revision conditions.

Related marketing terms

Sources and editorial record

American Marketing Association, Marketing Dictionary
Kotler a Keller, Marketing Management
Harvard Business Review, Strategy

The definition is an original expert synthesis. For platform metrics, legal questions and decisions, the current primary source and an assessment of the specific context take precedence.