case study catalog august 2006 icfai center for management research plot no 49 nagarjuna hills punjagutta hyderabad india 500 034 panjagutta 082 phone 91 40 23430462 63 fax 23430467 e mail icmr org website www the institute of chartered financial analysts isbn 8189410199 ref cat 07 2k6 01 marketing 111 reference numbers mktg 137 ecch organization s bmw north america llc countries usa industry auto and ancillaries pub rev date length 14 pages tn n a p&g vocalpoint using moms wom abstract discusses about word mouth initiatives procter & gamble company leading manufacturer marketer consumer products in 2001 had recruited many teenagers to create buzz new through its division tremor subsequently december 2005 large scale recruitment influential also called as was started under name by may enlisted 225 000 another 600 opined that this strategy proved be effective
