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Research papers

Harnessing the grapevine

The rise of word-of-mouth is placing increasing importance on consumers at the centre of the conversation.These consumers, once identified, can be a valuable resource not only for carrying messages, but throughout the marketing cycle from identifying...

Catalogue: Congress 2005: Making A Difference
Authors: Jan Berry, Tim Wragg
Company: GfK
September 21, 2005
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Citation

Berry and Wragg (2005a, September 21). Harnessing the grapevine. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/harnessing-the-grapevine