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. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 44.2004, 3, p. 271-280
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