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| Author: | Carson, J. |
| Title: | Word-of-mouth marketing: a new mandate? |
| Journal: | Admap
2005 : OCT, VOL. 40:9 (465), p. 22-24 |
| Index terms: | marketing measurement media selection |
| Freeterms: | word-of-mouth |
| Language: | eng |
| Abstract: | This paper shows how word of mouth is important, why media planners need to know about it, and how it can be thought to be measured. |
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