6. In this chapter, we discussed how Siebel Systems has a reference program in which previous purchasers

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6. In this chapter, we discussed how Siebel Systems has a reference program in which previous purchasers of products are encouraged to share their experiences with a product with potential new customers. What are the advantages and disadvantages of such a reference program for companies like Siebel Systems? For previ- ous customers? For prospective customers? For com- petitor firms?

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Marketing Real People Real Choices

ISBN: 9780132299206

5th Edition

Authors: Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart

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