Seeding as part of the marketing mix : word-of-mouth program interactions for fast-moving consumer goods
Year of publication: |
2019
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Authors: | Dost, Florian ; Phieler, Ulrike ; Haenlein, Michael ; Libai, Barak |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 83.2019, 2, p. 62-81
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Subject: | advertising | marketing-mix modeling | product seeding | sales promotion | seeding program | Marketingmanagement | Marketing management | Saatgut | Seed | Verkaufsförderung | Sales promotion | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects | Konsumgüterindustrie | Consumer goods industry |
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