Understanding the quality–quantity conundrum of customer referral programs: effects of contribution margin, extraversion, and opinion leadership
Viswanathan V, Tillmanns S, Krafft M, Asselmann D
Research article (journal) | Peer reviewedDetails about the publication
Journal: Journal of the Academy of Marketing Science
Volume: 2018
Issue: 46/6
Page range: 1108-1132
Status: Published
Release year: 2018
Language in which the publication is written: English
Authors from the University of Münster
| Krafft, Manfred | Chair of Marketing Management |
| Tillmanns, Sebastian | Chair of Marketing Management |