1. AN ASSESSMENT ON THE INFLUENCE OF WORD OF MOUTH MARKETING STRATEGY ON CONSUMER BRAND PREFERENCES IN CAMEROON (A CASE STUDY OF SWECOM PLC)

»   CHAPTER ONE INTRODUCTION Background of the study Word of mouth (WOM) marketing has become a major factor in shaping consumer brand choices on a global scale, due to the fast changing consumer behaviour and marketing dynamics. Word of mouth (WOM) refers to informal communication among people on go…Continue Reading »