Order of Entry as a Moderator of the Effect of the Marketing Mix on Market Share
Year of publication: |
1996
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Authors: | Bowman, Douglas ; Gatignon, Hubert |
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. 15.1996, 3, p. 222-242
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