Meiners, Norbert H.; Schwarting, Ulf; Seeberger, Bernd - In: International journal of economic sciences and applied … 3 (2010) 2, pp. 79-97
In this paper the importance of word of mouth for marketing management in the twenty-first century will be discussed. After a short introduction, there will be a focus on the demarcations and problems of traditional marketing. Then, in the third section, word of mouth (WOM) and word-of-mouth...
