Understanding the quality-quantity conundrum of customer referral programs : effects of contribution margin, extraversion, and opinion leadership
Year of publication: |
November 2018
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Authors: | Viswanathan, Vijay ; Tillmanns, Sebastian ; Krafft, Manfred ; Asselmann, Daniel |
Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 46.2018, 6, p. 1108-1132
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Subject: | Referral programs | Customer influence | Extraversion | Opinion leadership | Customer value | USA | United States | Beziehungsmarketing | Relationship marketing | Kundenwert |
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