Causal recipes sufficient for identifying market gurus versus mavens
Prior research focusing on the market maven (MM) neglects to consider the possible existence of people who may represent an important source of marketplace information for MMs-the market guru (MG). A "market guru" is a consumer others frequently seek out for advice but who does not seek ad...
| Main Authors: | , |
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| Format: | Book Chapter |
| Published: |
2012
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| Online Access: | http://hdl.handle.net/20.500.11937/53510 |