Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness
Year of publication: |
2004
|
---|---|
Authors: | HOGAN, JOHN E. ; LEMON, KATHERINE N. ; LIBAI, BARAK |
Published in: |
Journal of Advertising Research. - Cambridge University Press. - Vol. 44.2004, 03, p. 271-280
|
Publisher: |
Cambridge University Press |
Description of contents: | Abstract [journals.cambridge.org] |
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