Aliza Freud partnered with Josh McKay (both CBS '01) to launch SheSpeaks, a word-of-mouth (WOM) marketing community, in 2007. What business model would help them to compete in the world of Facebook and Twitter — and by what means should they measure the sucesss of their marketing campaigns?
Toubia, Olivier. Word-of-Mouth Marketing: SheSpeaks. Columbia Business School: CaseWorks, Fall 2010.
Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.
Each topic is linked to an index of publications on that topic.