"Marketers have become fond of recruiting friendly trendsetters to promote their products, but modern technology may now force them to pay attention to another kind of agent of influence making the rounds: the determined detractor."

A lire sur le NYT.
(ndlr: login nécessaire, dispo sur BugMeNot)

Via adrants.


Il y a 12 mois, J.Rice publiait un article à ce sujet. Elle travaille occasionnellement sur des sondages et citait the Harvard Business Review :

"The only path to profitable growth may lie in a company's ability to get its loyal customers to become, in effect, its marketing department."

"You need only one question to determine the status -- promoter, passively satisfied, or detractor -- of a customer."

Un point de vue extrême et attrayant.