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Christophe Van den Butte and Gary L. Lilien offered a modern revisitation of it:
Medical Innovation Revisited: Social Contagion versus Marketing Effort
American Journal of Sociology, 2001

2007/3/18, Barry Wellman <[log in to unmask]>:
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>
> Elisa, There are many studies (alas many propietary) about networks and
> marketing. The original, I guess, was the late Jim Coleman's study of the
> difussion of information by drug pushers (aka, pharamceutical companies)
> to doctors. Sorry, I don't have the ref handy, but we're talking
> prehistoric times (50s or 60s).
>
> A lite touch on the subject, explicitly linking to network analysis, was
> done by Jeff Boase and me.
>
> Jeffrey Boase and Barry Wellman. "A Plague of Viruses: Biological,
> Computer and Viral Marketing." Current Sociology 49, 6 (November, 2001):
> 39-55.
>
>  Barry Wellman
>  _____________________________________________________________________
>
>   Barry Wellman   S.D. Clark Professor of Sociology   NetLab Director
>   Centre for Urban & Community Studies          University of Toronto
>   455 Spadina Avenue    Toronto Canada M5S 2G8    fax:+1-416-978-7162
>   wellman at chass.utoronto.ca  http://www.chass.utoronto.ca/~wellman
>         for fun: http://chass.utoronto.ca/oldnew/cybertimes.php
>  _____________________________________________________________________
>
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