Seeding as part of the marketing mix : word-of-mouth program interactions for fast-moving consumer goods
Florian Dost, Ulrike Phieler, Michael Haenlein, and Barak Libai
| 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 | Verkaufsförderung | Sales promotion | Saatgut | Seed | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Virales Marketing | Viral marketing | Konsumgüter | Consumer goods | Konsumgüterindustrie | Consumer goods industry | Pflanzenzüchtung | Plant breeding |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/0022242918817000 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012175889