Chapter 8, Problem 3ED

Summary Introduction

To determine:

Whether Spitzer participants should reveal their participation in the corporate marketing program.

Introduction/Case Summary:

Spitzer is a growing regional and corporate communications firm that offer good quality services. Irving Silberstein is the marketing director for Spitzer Group. He was designing Spitzet's first word of mouth campaign for an important client, a manufacturer of beauty products. The word of mouth advertising campaigns morphed from a small fringe speciality to a mainstream marketing technique embraced in the recent past. Therefore, it is highly vital to adopt and implement word of mouth advertising campaigns to increase the number of clients willing to purchase and obtain the company service. Further, it is highly significant Irving develops the advertising campaigns effectively and appropriately.

Characters:

Irvin Silberstein