@misc{DostPhielerHaenleinetal., author = {Dost, Florian and Phieler, Ulrike and Haenlein, Michael and Libai, Barak}, title = {Seeding as Part of the Marketing Mix: Word-of-Mouth Program Interactions for Fast Moving Consumer Goods}, series = {Journal of Marketing}, volume = {83}, journal = {Journal of Marketing}, number = {2}, issn = {0022-2429}, doi = {10.1177/0022242918817000}, pages = {62 -- 81}, language = {en} }