Drivers of eWOM Marketing for Successful New Product Launch


Kuester, Sabine ; Thomsen, Jennifer


URL: https://www.bwl.uni-mannheim.de/media/Einrichtunge...
Document Type: Working paper
Year of publication: 2012
The title of a journal, publication series: IMU Research Insights
Volume: 010
Place of publication: Mannheim
Publishing house: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
Publication language: English
Institution: Business School > ABWL, Marketing & Innovation (Kuester)
Außerfakultäre Einrichtungen > Institut für Marktorientierte Unternehmensführung (IMU)
Subject: 330 Economics
Abstract: The goal of this paper is to (1) explore current use of eWOM in marketing new products, (2) identify strategic factors which influence the intensity of using eWOM in marketing, and (3) determine the impact of eWOM marketing on the success of new product launch.

Dieser Eintrag ist Teil der Universitätsbibliographie.




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Kuester, Sabine ORCID: 0000-0003-0985-2288 ; Thomsen, Jennifer (2012) Drivers of eWOM Marketing for Successful New Product Launch. IMU Research Insights Mannheim 010 [Working paper]


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ORCID: Kuester, Sabine ORCID: 0000-0003-0985-2288 ; Thomsen, Jennifer

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