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Introduction Strategy for New Products with Positive and Negative Word-of-Mouth
Mahajan, Vijay; Muller, Eitan; Kerin, Roger A. - In: Management Science 30 (1984) 12, pp. 1389-1404
Existing innovation diffusion models assume that individual experience with the product is always communicated positively through word-of-mouth. For certain innovations, however, this assumption is tenuous since communicators of the product experience may transfer favorable, unfavorable, or...
Persistent link: https://www.econbiz.de/10009213974
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Grundstruktur marketingorientierter Frühaufklärungssysteme und Ansatzpunkte zur Entwicklung kontrollorientierter Frühaufklärungsprogramme
Raffée, Hans; Wiedmann, Klaus-Peter - 1988
Persistent link: https://www.econbiz.de/10000421610
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Arbeitsbuch Marketing
Bülles, Ulrich; Raffée, Hans - 1974
Persistent link: https://www.econbiz.de/10000053480
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Strategic marketing problems : cases and comments
Kerin, Roger A.; Peterson, Robert A. - 1987 - 4. ed
Persistent link: https://www.econbiz.de/10000083235
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Marketing-Schnittstellen : Herausforderungen für das Management
Specht, Günter; Silberer, Günter; Engelhardt, Werner Hans - 1989
Persistent link: https://www.econbiz.de/10000092238
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Marketing und Umwelt
Raffée, Hans - 1979
Persistent link: https://www.econbiz.de/10000048201
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Das gesellschaftliche Bewußtsein in der Bundesrepublik und seine Bedeutung für das Marketing
Raffée, Hans; Wiedmann, Klaus-Peter - 1983
Persistent link: https://www.econbiz.de/10000689560