It may not be the oldest profession, but word of mouth is the oldest form of marketing. It's also the most effective. Now, however, it's being executed in ways that are methodical, replicable, and consistent. In our summary of Fizz, you'll learn everything you need to know to create, drive, measure, and leverage word of mouth for maximum impact on the bottom line. Develop and test your brand's stories for maximum word of mouth impact: Build a reliable communications network to deliver your message; Harness the incredible power of Big Data for profit-generating word of mouth marketing campaigns; Find and engage, and train influencers to promote your brand.