Год выпуска: 2012 Автор: Jesper Lindahl,Emanuel Nergard and Jonathan Book Издательство: LAP Lambert Academic Publishing Страниц: 148 ISBN: 9783659243240
Описание
Satisfaction is one of the most important aspect of relationship marketing as well as the main trigger of positive word-of-mouth which shows that positive word-of-mouth is a sign of successful relationship marketing. So if it is possible to map the antecedents of positive word-of-mouth it is also possible to guideline relationship marketing. Word-of-mouth has been recognized as the least understood marketing strategy but the most effective. Attempts to investigate word-of-mouth behavior have mainly been made in a marketing world untouched by Internet. The possibilities to measure word-of-mouth has historically been low but Internet has a great impact on both the reach of word-of-mouth and enhances the possibility to measure it. Earlier studies are not written with a purpose to find antecedents of word-of-mouth that are operable for managers and are not specifically written with online word-of-mouth on social media in mind. That is what this book contributes with. This book is...
