The relationship between the marketing mix and share of category requirements
Year of publication: |
1996-01
|
---|---|
Authors: | Bhattacharya, C. B. ; Fader, Peter S. ; Lodish, Leonard M. ; DeSarbo, Wayne S. |
Publisher: |
Kluwer Academic Publishers; Springer Science+Business Media |
Subject: | Economics / Management Science | Marketing | brand loyalty | marketing mix | share of category requirements | scanner data | West European Studies | Southeast Asian and Pacific Languages and Cultures | Management | Humanities | Social Sciences | Business and Economics |
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