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ABSTRACT : The public opinion generally makes or mars a product. The strategy for minimizing or maximizing the impact of word of mouth is analyzed. The results of this strategy, adopted by Ford in 1964 and Chevrolet in 1998 are studied.





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ISSN: 1061-38462 = =

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Nat. Bib. No.: 2

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Public affairs ----Consumer goods --Influence--Public opinion--

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