It used to be that oral traditions passed culture and information between people and generations.  Today, it's happening at the consumer level, and the unspeakable effect of word-of-mouth marketing has some marketers dishing out big bucks.  According to an independent research  report, word-of-mouth spending has increased from $76 million in 2001 to $981 million in 2006.  In 2006 alone, the field grew a whopping 35.9 percent, much higher than the overall marketing-services category at 7.7 percent.

"It's starting to be recognized as an established industry," said Leo Kivijard, Ph.D. of PQ Media, who headed the research.  With the holiday season coming up, the tried-and-true method may be giving some business owners more than something to talk about.--Jessica Chen