Practice Prize Paper-Uncovering Implicit Consumer Needs for Determining Explicit Product Positioning: Growing Prudential Annuities' Variable Annuity Sales
| Year of publication: |
2011
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| Authors: | Kumar, V. ; Shah, Denish |
| 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. 30.2011, 4 (23.7.), p. 595-604
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