Facilitated business-to-business (B2B) word-of-mouth (WOM) is becoming an important marketing tactic. A paucity of academic research has measured the effectiveness of facilitated B2B WOM. Previous research has also failed to adequately measure its effectiveness on target audiences' purchase decisions, information sharing decisions and its reinforcement effect on manufacturer advertising.Greenberg, B. S. (1964). aDiffusion of News of the ... Grewal, R., T. Cline, and A. Davies (2003). aEarly-Entrant Advantage ... From: http://www.jackmorton.com/pdf/ 07MktgSurvey.pdf Katona, G. and E. Mueller (1955). aA Study of Purchasinganbsp;...
|Title||:||The Effectiveness of Business-to-business Word-of-mouth Marketing Strategies|
|Publisher||:||ProQuest - 2007|