Controlling the grapevine - 4 0 16; Pruden, Douglas R., Vavra, Terry G.; 5 (American Marketing Association, 2004)
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.
Keywords: 2 -- 0; 6; Consumer goods -- Public affairs -- Influence -- Public opinion; 20; 2