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Word-of-Mouth Marketing: An Integrated Model

  • Miroslav Karlíček
  • Ivan Tomek
  • Miroslav Křížek
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    Word-of-Mouth, i.e. informal conversations and recommendations of people about products and services, has a powerful impact on customer decision-making. This study analyzes the fundamentals of this phenomenon in order to provide a better understanding of how Word-of-Mouth works and how it can be effectively stimulated. Characteristics of both online and offline Word-of-Mouth are analyzed and integrated into a model which can serve as a planning tool for Word-of-Mouth stimulation. The motivation behind Word-of-Mouth and its triggers are also analyzed. Managerial implications are stated in the conclusion.

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    Article provided by University of Economics, Prague in its journal Ekonomika a Management.

    Volume (Year): 2010 (2010)
    Issue (Month): 3 ()
    Pages:

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    Handle: RePEc:prg:jnleam:v:2010:y:2010:i:3:id:109
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    1. Miroslav Karlíček, 2010. "Media Relations with an Emphasis on Czech Practice," Acta Informatica Pragensia, University of Economics, Prague, vol. 2010(2), pages 64-72.
    2. Thorsten Hennig-Thurau & Mark Houston & Shrihari Sridhar, 2006. "Can good marketing carry a bad product? Evidence from the motion picture industry," Marketing Letters, Springer, vol. 17(3), pages 205-219, July.
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