The role of electronic word of mouth marketing in new product launch

Thomsen, Jennifer

Document Type:	Doctoral dissertation
Year of publication:	2012
Place of publication:	Mannheim
University:	Universität Mannheim
Evaluator:	Kuester, Sabine
Date of oral examination:	19 September 2012
Publication language:	English
Institution:	Business School > Marketing & Innovation (Kuester 2005-)
Subject:	330 Economics
Subject headings (SWD):	Innovation
Keywords (English):	electronic word of mouth
Abstract:	This dissertation investigates eWOM marketing from a managerial perspective in order to identify drivers of eWOM marketing at the firm level. It particularly addresses the role of eWOM marketing for the success of new products.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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