TY  - BOOK
AU  - 
AU  - Pruden, Douglas R., Vavra, Terry G.
ED  - 
ED  - 
ED  - 
ED  - 
SN  - 1061-3846
PY  - 2004///.;July/August 2004.46
CY  - 
PB  - American Marketing Association
KW  - 
KW  - 2
KW  - 0
KW  - 6
KW  - 20
KW  - Consumer goods
KW  - Public affairs
KW  - Influence
KW  - Public opinion
KW  - sears0
N1  - 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; 5
ER  -