Investigating the Drivers of Consumer Cross-Category Learning for New Products Using Multiple Data Sets
| Year of publication: |
2012
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| Authors: | Sridhar, Karthik ; Bezawada, Ram ; Trivedi, Minakshi |
| Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Hanover, Md : INFORMS, ISSN 0732-2399, ZDB-ID 883054x. - Vol. 31.2012, 4 (1.11.), p. 668-689
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