Продвижение нового продукта через привлечение лидеров по доходности (часть 2)
Хенлайн М., Либай Б.

Дополнительные исследования ;
Влияние лидеров по доходности (активных пользователей);
Привлечение потребителей, создающих минимальный доход;
Дополнительная проверка надежности;
Обсуждение;
Роль распределения CLV;
Рис. 3. Особенности потребления в разных географических областях США;
Вариантность ассортативности по CLV;
Роль сетевых переменных ;
Идентификация лидеров мнений и лидеров по доходности;
Стоимость продвижения ;
Ограничения и дальнейшее исследование;
Заключение;

Ключевые слова: сарафанное радио, лидеры мнений, ассортативность, ценность жизненного цикла клиента, агентное моделирование

Аннотация

В этом номере мы предлагаем вниманию читателей продолжение перевода статьи М. Хенлайна и Б. Либайя, опубликованной в ведущем американском издании Journal of Marketing в мае этого года. В статье анализируется такая потребительская группа, как лидеры по доходности, и ее влияние на остальных потребителей.

Журнал: «Маркетинговые коммуникации» — №5, 2013 (© Издательский дом Гребенников)
Объем в страницах: 12
Кол-во знаков: около 25,870

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Хенлайн Майкл

Адъюнкт-профессор бизнес-школы ESCP Europe.

г. Париж, Франция

Другие статьи автора 2

Либай Барак

Адъюнкт-профессор бизнес-школы Arison, Междисциплинарный центр.

г. Герцлия, Израиль

Другие статьи автора 2