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Kumar, V.; Petersen, J. Andrew; Leone, Robert P. - In: Harvard-Business-Manager : das Wissen der Besten 30 (2008) 2, pp. 56-66

Persistent link: https://www.econbiz.de/10003621371

How valuable is word of mouth? : identify the customers who bring in the most referrals ; then capitalize on that knowledge

Kumar, V.; Petersen, J. Andrew; Leone, Robert P. - In: Harvard business review : HBR 85 (2007) 10, pp. 139-146

Persistent link: https://www.econbiz.de/10003550617

Producing a Measure of Brand Equity by Decomposing Brand-Benefit Beliefs into Brand and Attribute Sources

Raggio, Randle D. - 2009

In 2003, Pamp;G rolled out a new proprietary brand tracking system based on Keller's (2003) consumer-based brand equity framework. This system produces a brand equity score for all brands in the categories in which Pamp;G competes. In this short period of time, Pamp;G has fully embraced this new...

Persistent link: https://www.econbiz.de/10012721662