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- W2046586315 abstract "This study offers an important new perspective on the evaluation of word-of-mouth communication within the promotional mix. The research centred on 60 firms in the landscaping industry and found word of mouth to be the most effective means of obtaining both inquiries and contracts. Applying an externalities model to word of mouth, the study questions the belief that word of mouth is costless and proposes a shared-cost approach to the allocation of promotional spending and to the creation of customer value. A substitution effect over time is identified within the promotional mix of the firms studied where progressively more spending is allocated to areas likely to support positive word of mouth. Opportunities for further research are adumbrated." @default.
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- W2046586315 title "Word-of-mouth communication - a shared-cost approach" @default.
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- W2046586315 doi "https://doi.org/10.1080/135272696346060" @default.
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