Seeding, referral, and recommendation : creating profitable word-of-mouth programs
Michael Haenlein and Barak Libai
| Year of publication: |
2017
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|---|---|
| Authors: | Haenlein, Michael ; Libai, Barak |
| Published in: |
California management review. - Thousand Oaks, CA : Sage Publishing on behalf of The University of California Press, ISSN 0008-1256, ZDB-ID 222930-4. - Vol. 59.2017, 2, p. 68-91
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| Subject: | marketing | social media | customer relations word-of-mouth | word-of-mouth programs | customer relationship management | customer lifetime value | social influence | Beziehungsmarketing | Relationship marketing | Social Web | Social web | Virales Marketing | Viral marketing | Kundenwert | Customer value | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/0008125617697943 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011697206