Causal recipes sufficient for identifying market gurus versus mavens

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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...

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Bibliographic Details
Main Authors:	Chung, M., Woodside, Arch
Format:	Book Chapter
Published:	2012
Online Access:	http://hdl.handle.net/20.500.11937/53510

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