Macquarie University, Sydney Macquarie University ResearchOnline

Showing items 1 - 12 of 12.

Add to Quick Collection   All 12 Results

  • First
  • Previous
  • 1
  • Next
  • Last
Sort:
 Add All Items to Quick Collection
Date: 2016
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/1194756
Description: Agencies routinely report word-of-mouth marketing (WOMM) campaign results in terms of reach but do not deliver insight about the people who are reached and the types of conversation in which the WOMM ... More
Reviewed: Reviewed
Date: 2015
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/1027086
Description: Word-of-mouth marketing agencies typically report campaign results in terms of the numbers of people receiving the brand message from campaign participants. These reports say nothing about the types o ... More
Reviewed: Reviewed
Date: 2015
Language: eng
Resource Type: book chapter
Identifier: http://hdl.handle.net/1959.14/317112
Description: This case study reports results from three research studies conducted over 12 weeks as part of a product seeding campaign. Partnering with a word-of-mouth marketing (WOMM) agency for this research, st ... More
Date: 2014
Language: eng
Resource Type: reference entry
Identifier: http://hdl.handle.net/1959.14/336598
Description: A key aspect of many services is that they require the customer to participate in coproducing the service product. While customers' involvement is often indispensable for the completion of service pro ... More
Date: 2014
Language: eng
Resource Type: reference entry
Identifier: http://hdl.handle.net/1959.14/336617
Description: Customer equity is defined as the sum of the discounted lifetime values of all of the firm's current and potential customers. The customer equity concept recognizes customers as the primary source of ... More
Date: 2014
Language: eng
Resource Type: reference entry
Identifier: http://hdl.handle.net/1959.14/336599
Description: A customer's lifetime value (CLV) is an estimate of the present value of the future cash flows associated with a particular customer or group of customers. CLV is a forward-looking concept that takes ... More
Date: 2014
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/304865
Description: Purpose – The paper aims to provide a theoretically informed critique of current measurement practices for word-of-mouth marketing (WOMM) campaigns. Design/methodology/approach – An exploratory field ... More
Reviewed: Reviewed
Date: 2014
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/272379
Description: This case study reports results from three research studies conducted over 12 weeks as part of a product seeding campaign. Partnering with a word-of-mouth marketing (WOMM) agency for this research, st ... More
Reviewed: Reviewed
Date: 2013
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/277524
Description: We interview participants in word-of-mouth marketing (WOMM) campaigns with a view to identifying and categorising the persons campaign participants select as conversation partners, establishing why th ... More
Reviewed: Reviewed
Date: 2012
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/203869
Description: When participants in Word-of-Mouth Marketing campaigns talk face-to-face to others about their customer experience they choose only some members of their social network. Previous research has shed lig ... More
Reviewed: Reviewed
Date: 2012
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/207210
Description: Though marketing academics and practitioners alike acknowledge the importance of capturing and measuring word-of-mouth (WOM), recent advances in this field focus primarily on online interactions, thus ... More
Reviewed: Reviewed
Date: 2011
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/154175
Description: We explore the influence on social-structural attributes on the reach, frequency and effectiveness of product seeding campaigns that aim to exploit customer-generated word-ofmouth. In collaboration wi ... More
Reviewed: Reviewed
  • First
  • Previous
  • 1
  • Next
  • Last