How WOM marketing contributes to new product adoption : testing competitive communication strategies
Manuela Lopéz and María Sicilia
| Year of publication: |
2013
|
|---|---|
| Authors: | López, 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 |
| Extent: | Ill. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009787113