Without clear industry guidelines against deceptive efforts, how can up-front word-of-mouth marketers differentiate themselves from the shills?
The term "buzz marketing" denotes a section of the marketing mix that has as many definitions as it does practitioners. Many involved say that buzz marketing, word-of-mouth marketing, and stealth marketing are three separate and distinct fields that should be recognized as such. But to the public - as well as to activist groups - the distinctions are not clear and meaningful. And ...