Market Development Using New Products and New Customers: A Role for Perceived Risk
Year of publication: |
1993
|
---|---|
Authors: | Mitchell, V‐W. ; Boustani, P. |
Published in: |
European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 27.1993, 2, p. 17-32
|
Publisher: |
MCB UP Ltd |
Subject: | Brand extensions | Brand loyalty | Breakfast cereals | Consumer behaviour | Marketing mix | New product development | Risk |
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