Cause Marketing: Spillover Effects of Cause-Related Products in a Product Portfolio
Year of publication: |
2009
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Authors: | Krishna, Aradhna ; Rajan, Uday |
Published in: |
Management science : journal of the Institute for Operations Research and the Management Sciences. - Hanover, Md : INFORMS, ISSN 0025-1909, ZDB-ID 2063451. - Vol. 55.2009, 9, p. 1469-1485
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