How WOM marketing contributes to new product adoption : testing competitive communication strategies
Year of publication: |
2013
|
---|---|
Authors: | Lopéz, Manuela ; Sicilia, María |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 47.2013, 7, p. 1089-1114
|
Subject: | Virales Marketing | Viral marketing | Produktmanagement | Product management | Produktentwicklung | New product development | Kaufentscheidung | Purchase decision | Spanien | Spain |
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