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Keywords: Pricing strategies
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Journal Articles
Impact of service pricing on referral behaviour
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2013) 47 (7): 1052–1066.
Published: 19 July 2013
...Christian Barrot; Jan U. Becker; Jannik Meyners Purpose This study seeks to examine the effect of pricing as a marketing instrument to stimulate word‐of‐mouth (WOM) by comparing the influence of two pricing strategies (i.e. a low‐complexity vs a network‐effects tariff) on the referral behaviour...
