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Journal article

Opinion leaders as a segment for marketing communications

Chaney I ...see all

Marketing Intelligence & Planning, vol. 19, issue 5 (2001) pp. 302-308

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Abstract

'Opinion leaders' are individuals who influence others. For the wine industry, these individuals buy major quantities of wine and influence other wine buyers. Wine producers can promote their products and educate opinion leaders through information sources.

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Authors

  • Isabella M. Chaney

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