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This article discusses the marketing concept of word-of-mouth, researched by Peter Verlegh. Word-of-mouth can be generated by creating differentiating products and services, but companies can also interact with customer feedback, using it to improve products and services.

Click here for the full article (in Dutch).

Participants
  • Peeter
    Role: Faculty
    Reference type: Featured
Media Outlets
  • Tijdschrift voor Marketing (Scientific or industry journal)