Why are certain products recommended within friends or family circles? Can recommendations be influenced? Are recommendations more important for purchasing decisions than traditional advertising? The feeling of making the right choice is a crucial factor when buying a product. However, traditional advertising is only partially able to convey this feeling; recommendations from trusted individuals are much more significant. This is where Word-of-Mouth Marketing comes into play: the marketer's task is simply to ignite interest in a product and then watch from the sidelines as customers promote the product to their friends and acquaintances themselves. Philipp Altenberger highlights the ongoing paradigm shift in marketing: moving away from one-sided brand communication towards dialogical Word-of-Mouth Marketing. The uses and success factors of this marketing approach are explained, as well as its superiority over traditional advertising. This book is for innovative marketing theorists, practitioners, and anyone interested in gaining insight into this forward-looking aspect of marketing.