Sernovitz teaches ethics of tactic to WOMMA set

The Word of Mouth Marketing Association (WOMMA) is arguably among the fastest-growing trade groups.

Now 300 member companies strong, this November alone it added 30 new ones. But with growth comes challenges, as well as an opportunity to educate the marketing industry, media, big business, and critics about what it is that WOMMA does - a large part of which falls to its CEO, Andy Sernovitz.

As Sernovitz will attest to, the word-of-mouth marketing concept is not new. People have been ...