Publisher's Synopsis
Excerpt from A Marketing Promotion Model With Word of Mouth Effects
In each of these examples, initial users are attracted by some sort of marketing effort advertising or sales promotion and then enhances the impact of that effort on a part of the potential user population. In some situations it might be desirable to actually direct some of the initial marketing effort toward opinion leaders? People who are more likely to try the new product and whose subsequent recommendations will carry more weight than the rest of the target population. Arndt, for example, [1] points to the importance of the word-of-mouth effect in develop ing advertising policies. Silk and Davis [5] review the literature dealing with influence processes in marketing situations, and stress the need for explicit understanding and measurement of these effects. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.
