Dan Lafontaine is seen by his friends and family as a computer expert. Before they make a hardware or software purchase, they always ask Dan for advice. What role does Dan play in the communication process and how can marketers such as Apple and HP try to reach someone like Dan so that he will recommend their products?

Dan Lafontaine is seen by his friends and family as a computer expert. Before they make a hardware or software purchase, they always ask Dan for advice. What role does Dan play in the communication process and how can marketers such as Apple and HP try to reach someone like Dan so that he will recommend their products?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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