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THE RISE AND RISE OF EBAY

Brand Strategy Magazine

Brand Strategy, 13 September 2004

Analysts agree that Ebay has benefited from ‘Network Effects’, one of the purest forms of word-of-mouth marketing. “It is part of a medium that is largely dominated by peer-to-peer relationships,” explains Justin Kirby, MD of Digital Media Communications. Customer networks are, it seems, a self-fulfilling prophecy.


 
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