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Using graph theory to value paying and nonpaying customers in a social network : linking customer lifetime value to word-of-mouth social value

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Optimal promotion planning for a product launch in the presence of word-of-mouth

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Validation and sufficiency

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Ratings, reviews, and the marketing of new products

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When are influentials equally influenceable? : the strength of strong ties in new product adoption

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Consumer Behavior in Practice : Strategic Insights for the Modern Marketer

Chan, Eugene Y. - 2024

Introduction to this Text -- PART 1 -- Chapter 1: Consumer Decision Making Strategies -- PART 2 -- Chapter 2: Advertising -- Chapter 3: Pricing -- Chapter 4: Brand Loyalty -- Chapter 5: Emotional Marketing -- PART 3 -- Chapter 6: Luxury Consumer Behavior -- Chapter 7: Digital Consumer Behavior...