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Why marketing managers can’t afford to ignore the power of online reviews


Online reviews and other sources of peer-to-peer information are a significant and growing force in consumer choices and spending decisions.

However, writing for Harvard Business Review, Itamar Simonson and Emanuel Rosen observe that many marketers are neglecting this trend and are still working much as they did ten years ago.

Simonson and Rosen insist there is a need in many companies to shift marketing strategies to account for the rising influence of the opinions of existing customers.

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Source Article: What Marketers Misunderstand About Online Reviews
Author(s): Itamar Simonson and Emanuel Rosen