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Managing initial expectations when word-of-mouth matters: Effects of product value and consumer heterogeneity Yi, Sangyoon; Ahn, Jae-Hyeon, EUROPEAN JOURNAL OF MARKETING, v.51, no.1, pp.123 - 156, 2017-01 |
Optimal targeting of advertisement for new products with multiple consumer segments Hariharan, Vijay Ganesh; Talukdar, Debabrata; Kwon, Changhyun, INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, v.32, no.3, pp.263 - 271, 2015-09 |
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