Studies have always shown that the adage "There's no such thing as bad publicity" is wrong. It turns out, though, that sometimes the saying has merit. By studying sales of books reviewed in the New York Times, Jonah Berger of the Wharton School demonstrates that if a product is relatively unknown, even the most scathing publicity can help the bottom line by making people aware of the product's existence. This is good news for smaller and unknown producers, who might want to allow some bad press or to make controversial moves that risk incurring it.

【書誌情報】

ページ数：2ページ

サイズ：A4

商品番号：HBSP-F1203B

発行日：2012/3/1

登録日：2012/5/10