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Reingen et al., 1986 - Google Patents

Analysis of referral networks in marketing: Methods and illustration

Reingen et al., 1986

Document ID
15222322941891169050
Author
Reingen P
Kernan J
Publication year
Publication venue
Journal of marketing research

External Links

Snippet

Though many marketers—particularly those in the service sector—depend on word of mouth (WOM) for referrals, the traditional sample survey methodology used in previous WOM research does not explicate the interpersonal nature of informal communication. The authors …
Continue reading at journals.sagepub.com (other versions)

Classifications

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