Customer Reference as a Tool for Business Promotion -An Empirical Analysis
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Date
2016
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Abstract
Customer references are important as buyers frequently seek peer advice in purchasing high value products and services in both business to business and consumer environments. The study focuses on the practices and functions of customer reference marketing and on the ways through which customer references can be deployed as marketing assets. By identifying the practices and functions related to customer reference marketing the paper deepens understanding of this highly relevant but relatively underresearched marketing phenomenon and contributes to the literature on customer-based marketing assets.