Defining, measuring and managing business reference value

By:

KUMAR, V

Material type:

Mixed materialsPublication details: 2013Description: 68-86Subject(s):

MARKETING

NLM classification:

658.8

In: JOURNAL OF MARKETINGMSummary: It is common for business to business firms to use references from client firms when trying to influence propects to become new customers. In this study, the authors define the concept of business reference value (BRV) as the ability of a client'sreference to influence prospects to purchase and the degree to which it does so. They develop a three step method to cmplete BRV for a given client using a retrospective reported measure of reference value.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/1	Available		P14946

It is common for business to business firms to use references from client firms when trying to influence propects to become new customers. In this study, the authors define the concept of business reference value (BRV) as the ability of a client'sreference to influence prospects to purchase and the degree to which it does so. They develop a three step method to cmplete BRV for a given client using a retrospective reported measure of reference value.

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