A Prelaunch Diffusion Model for Evaluating Market Defense Strategies
Year of publication: |
2005
|
---|---|
Authors: | Roberts, John H. ; Nelson, Charles J. ; Morrison, Pamela D. |
Published in: |
Marketing Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0732-2399. - Vol. 24.2005, 1, p. 150-164
|
Publisher: |
Institute for Operations Research and the Management Sciences - INFORMS |
Subject: | defensive strategy | brand choice | diffusion | forecasting |
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