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Research papers

Measuring word of mouth

While still in its infancy, the practice of developing and implementing marketing strategies designed to leverage the power of personal recommendations on a grand scale holds great promise. This paper combines a discussion of the results from a...

Catalogue: Leisure 2006
Authors: Heather Magaw, Judy Melanson
October 8, 2006
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Citation

Magaw and Melanson (2006a, October 08). Measuring word of mouth. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/measuring-word-of-mouth