Why Brands Grow - Which strategy is most important in driving market shares up or down over the long haul? Is it penetration, loyalty among buyers, or price? This study shows that the best strategy, by far, is to combine strong penetration with strong loyalty.
| Year of publication: |
2002
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|---|---|
| Authors: | Baldinger, Allan L. ; Blair, Edward ; Echambadi, Raj |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 42.2002, 1, p. 6-14
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