Why read Embedded Word of Mouth? Marketers today need to understand how to apply word of mouth marketing, which took off dramatically about 10 years ago, because this is the umbrella concept, or foundation, which spawned social media. From Pete Blackshaw, author of Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000, evolved the concept of CGM (consumer-generated media). To use Pete's words, "What exactly is CGM? It is the currency of a new commercial relationship between business and consumer. It is the endless stream of comments, opinions, emotions, and personal stories about...