Measuring Value in Online Product CommunitiesJan 01, 2007
Can marketers identify the high-value content—and “product evangelists”—in virtual communities?
Accelerating Market Acceptance in a Networked WorldGaia Rubera and T.N. Seshadri, 2007, 07-301
Summarizes the proceedings of the Marketing Science Institute’s conference, “Accelerating Market Acceptance in a Networked World,” held March 14-16, 2007, in Los Angeles, California.
Essential Readings in Marketing with 2006-2010 UpdateApr 01, 2006
Offers a comprehensive overview of the critical milestones in marketing thought. Essential Readings in Marketing collects over 250 abstracts of articles that have won marketing’s major research awards. Abstracts are organized by topics and brief essays provide context and insight.
Netnography: Online Anthropology for a Digital AgeJan 01, 2006 Robert V. Kozinets, York University
Presentation from Business Insights from Consumer Culture, May 3 – 5, 2006, Toronto, Ontario, Canada
What Drives Word-of-Mouth? The Roles of Product Originality and UsefulnessJan 1, 2006 Sarit Moldovan, Jacob Goldenberg, and Amitava Chattopadhyay, 2006, 06-111
Explores how two dimensions of innovation—originality and usefulness—affect consumer word-of-mouth and, hence, the adoption of a new product.
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