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口碑营销概念辨析 被引量:22

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摘要 在日常生活中,人们倾向于将口碑、口碑传播和口碑营销等同使用。本文对这三个概念的含义进行了详细的辨析,认为口碑指的是顾客对企业的看法,口碑传播指的是将这种看法传递给其他顾客的过程,口碑营销指的是以口碑传播为途径的营销方式。并提出了一种对口碑营销中的顾客进行有效识别和管理的框架。
作者 蒋玉石
出处 《商场现代化》 北大核心 2007年第01X期136-137,共2页
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