Network-based Marketing: Using Existing Customers to Help Sell to New Ones [Archive.org URL]

Marketers have long used all sorts of demographic and geographic data to target potential customers — age, sex, education level, income, zip code. But there’s another variable that companies may want to consider: Who is connected to whom? A study found that consumers are far more apt to buy a company’s product if they are “network neighbors” with existing customers.

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