Word-of-Mouth Marketing: An Integrated Model
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References listed on IDEAS
- 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.
- Miroslav Karlíček, 2010. "Media Relations with an Emphasis on Czech Practice," Acta Oeconomica Pragensia, University of Economics, Prague, vol. 2010(2), pages 64-72.
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- Jan Rožek & Miroslav Karlíček, 2014. "Customer Lifetime Value as the 21st Century Marketing Strategy Approach," Central European Business Review, University of Economics, Prague, vol. 2014(2), pages 28-35.
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KeywordsWord-of-Mouth; názoroví vůdci; online Word-of-Mouth; Word-of-Mouth marketing; opinion leaders;
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
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