Strategic planning of brand extentions using fit and atypicality measures
Rajeev Batra, Peter Lenk, and Michel Wedel
Year of publication: |
2009
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Authors: | Batra, Rajeev ; Lenk, Peter ; Wedel, Michel |
Published in: |
MSI reports : working paper series. - Cambridge, Mass, ISSN 1545-505X, ZDB-ID 21271744. - 2009, 3, p. 3-22
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