What people who say this often forget is that part of the free market equation is being free to utilize word of mouth.

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They are also principals of the Keller Fay Group, a market research and consulting firm specializing in word of mouth.

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They operate at the consumerized end of the software market, picking up customers from Bring Your Own movement, and grow through word of mouth, establishing themselves away from the gaze of the CIO.

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On average, audiences gave "Iron Man 3" an A grade, according to market research firm CinemaScore, meaning word-of-mouth for the film should be strong.

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House said he doesn't market to the quarterbacks but news has spread by word-of-mouth.

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