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从“星巴克”看口碑营销 被引量:2

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摘要 口碑,号称“零号媒介”,被现代营销人视为具有病毒特色的营销模式,是当今世界最廉价的信息传播工具,也是可信高最高的宣传媒介。本文以“星巴克”利用口碑营销传播方式来进行品牌经营为视角,说明了口碑营销的概念、特点和操作环节。
作者 吴琼
出处 《科学与管理》 2006年第5期43-44,共2页 Science and Management
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