Analysis of commercial rumors from the perspective of marketing managers: rumor prevalence, effects, and control tactics
Year of publication: |
2010
|
---|---|
Authors: | Kimmel, Allan J. ; Audrain-Pontevia, Anne-Françoise |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 16.2010, 4, p. 239-253
|
Subject: | Virales Marketing | Viral marketing | Glaubwürdigkeit | Credibility | Führungskräfte | Managers | Frankreich | France | USA | United States |
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