JOURNAL ARTICLES - M-Z


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Mancuso, J.R. "Why not create opinion leaders for new product introductions?" Journal of Marketing, Vol. 33, no. 3, July 1969.

Mangold, W.G., Bell, R., Pol, L., Abercrombie, C.L. "An analysis of consumer reliance on personal and nonpersonal sources of professional service information." Journal of Professional Services Marketing, vol. 2, no. 3, Spring 1987.

McCracken, G. "Who is the celebrity endorser? Cultural foundations of the endorsement process." Journal of Consumer Research, vol. 16, no. 3, Dec 1989.

McKenna, R. "Marketing in an age of diversity." Harvard Business Review, vol. 66, no. 5, Sep/Oct 1988.

Montgomery, D.B. and Silk, A.J. "Clusters of consumer interests and opinion leaders' spheres of influence." Journal of Marketing Research, vol. 8, no. 3, Aug 1971.

Money, R.B., Gilly, M.C., and Graham, J.L., "Explorations of national culture and word-of-mouth referral behavior in the purchase of industrial services in the United States and Japan", Journal of Marketing, vol. 62, no. 4.

Myers, J.H. and Robertson, T.S. "Dimensions of opinion leadership." Journal of Marketing Research, vol. 9, no. 1, Feb 1972.

Narasimhan, C. "Incorporating consumer price expectations in diffusion models." Marketing Science, vol. 8, no. 4, Fall 1989.

Nemec, J. "Road signs for better selling." American Salesman, vol. 35, no. 2, Feb 1990.

Partow, D.M. "Make word-of-mouth work." Home-Office Computing, vol. 11, no. 11, Nov 1993.

Piirto, R. "The influentials." American Demographics, vol. 14, no. 10, Oct 1992.

Plymire, J. "Complaints as opportunities." Journal of Services Marketing, vol. 8, no. 2, Spring 1991.

Price, L.L., Feick, L.F., and Higie, R.A. "Information sensitive consumers and market information." Journal of Consumer Affairs, vol. 21, no. 2, Winter 1987.

Reichheld, F.F. and Sasser, W.E. "Zero defections: Quality comes to services." Harvard Business Review, Sept/Oct 1990.

Richins, M.L. "Negative word-of-mouth by dissatisfied consumers: A pilot study." Journal of Marketing, vol. 47, no. 1, Winter 1983.

Riecken, G. and Yvas, U. "Seeking donors via opinion leadership." Journal of Professional Services Marketing, vol. 2, no. 1/2, Fall/Winter 1986.

Robertson, T.S. "The process of innovation and the diffusion of innovations." Journal of Marketing, vol. 31, no. 1, Jan 1967.

Rosnow, R.L. "Gossip and marketplace psychology." Journal of Communication, vol. 27, 1977, p. 158-163.

Schacter, S. and Burdick, H. "A field experiment on rumor transmission and distortion." Journal of Abnormal and Social Psychology, vol. 50, no. 3, May 1955.

Schiffman, S. "Generating sales leads." American Salesman, vol. 34, no. 12, Dec 1989.

Sheth, J.N. "Word-of-mouth in low-risk innovations." Journal of Advertising Research, vol. 11, no. 3, June 1971.

Singh, J. "Voice, exit and negative word-of-mouth behaviors: An investigation across three service categories." Journal of the Academy of Marketing Science, vol. 18, no. 1, Winter 1990.

Singh, J. "A typology of consumer dissatisfaction response styles." Journal of Retailing, vol. 66, no. 1, Spring 1990.

Singh, J. and Pandya, S. "Exploring the effects of consumers' dissatisfaction level on complaint behavior." European Journal of Marketing, vol. 25, no. 9, 1991.

Speizman, W.L. "How to increase your cash-flow through word-of- mouth referrals", P.I. Profit Builders, Audio Cassette Recording, 1991.

Stern, B.B. and Gould, S.J. "The consumer as financial opinion leader." Journal of Retail Banking, vol. 10, no. 2, Summer 1988.

Swan, J.E. and Oliver, R.L. "Postpurchase communications by consumers." Journal of Retailing, vol. 65, no. 4, Winter 1989.

Tanner Jr., J.F. "Tapping into your buyers' community." American Salesman, vol. 35, no. 4, Apr 1990.

Thompson, T.W. "Diffusion theory." United States Banker, vol. 98, no. 3, Mar 1987.

Tilsner, J. "How a little novel from nowhere hit the big time." Business Week, March 1, 1993.

Waldrop, J. "Educating the consumer." American Demographics, vol. 13, no. 9, Sept 1991.

Walker, C. "Word of mouth." American Demographics, July, 1995.

Webster, C. "The importance consumers place on professional services." "Journal of Services Marketing, vol. 2, no. 1, Winter 1988.

Webster, C. "Influences upon consumer expectations of services." Journal of Services Marketing, vol. 5, no. 1, Winter 1991.

Weimann, G. "The influentials: Back to the concept of opinion leaders?" Public Opinion Quarterly, vol. 55, no. 2, Summer 1991.

Weylman, C.R. "A more powerful way to expand your client base." National Underwriter, vol. 96, no. 27, July 6, 1992.

Whyte, W.H. "The web of word of mouth." Fortune, vol. 50, no. 5, Nov 1954.

Wolff, C. "Fame is worth the trouble." Lodging Hospitality, vol. 47, no. 10, Oct 1991.





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