Illustrate the importance of word of mouth

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1. Illustrate the importance of ‘word of mouth' and opinion leadership in terms of buyer behaviour. Explain how peer group pressure might be made to work in magazine advertising.

2. Critically examine the usefulness or not to marketers of Holbrook and Hirschman's hedonic and experiential theory of buyer behaviour. Contrast this with the more traditional ELM.

Reference no: EM131270886

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