Niching versus change-of-pace brands : using purchase frequencies and penetration rates to infer brand positionings
by Barbara E. Kahn ; Manohar U. Kalwani ; Donald G. Morrison
| Year of publication: |
1988 ; Rev
|
|---|---|
| Authors: | Kahn, Barbara E. ; Kalwani, Manohar U. ; Morrison, Donald G. |
| Publisher: |
West Lafayette, Indiana |
| Subject: | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image |
| Extent: | I, 20 S |
|---|---|
| Series: | Paper / Institute for Research in the Behavioral, Economic, and Management Sciences, Krannert Graduate School of Management, Purdue University. - West Lafayette, Ind., ZDB-ID 2216437-6. |
| Type of publication: | Book / Working Paper |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10000767789