Which approaches do firms employ in managing word of mouth communications?: Toward creating an integrative framework

Additional Metadata
Keywords	Word of mouth (WOM), Responsive, Activation, Approach
Thesis Advisor	Verlegh, P.W.J., Ansari, S.M.
Persistent URL	hdl.handle.net/2105/26445
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA APA Style APA-ALL Style AAA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Kouzeh, M. (2010). Which approaches do firms employ in managing word of mouth communications?: Toward creating an integrative framework. In Marketing Management.http://hdl.handle.net/2105/26445

Which approaches do firms employ in managing word of mouth communications?