Controlling the grapevine
Article Abstract:
The public opinion generally makes or mars a product. The strategy for minimizing or maximizing the impact of word of mouth is analyzed. The results of this strategy, adopted by Ford in 1964 and Chevrolet in 1998 are studied.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2004
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The brand-customer connection
Article Abstract:
The predictive power of brand-centric measures and customer-centric measures is analyzed. It is concluded that managers need to use both the measures to accurately predict future purchase behavior and boost profits.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2005
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Constructive cynicism
Article Abstract:
The need for the managers of business enterprises to determine the applicability of new practices, before implementing them in their organizations, is described.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2006
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