The branding of next-generation products
Year of publication: |
2007
|
---|---|
Authors: | Bertini, Marco ; Gourville, John T. ; Ofek, Elie |
Published in: |
MSI reports : working paper series. - Cambridge, Mass., ISSN 1545-505X, ZDB-ID 2127174-4. - 2007, 3, p. 25-43
|
Subject: | Markenführung | Brand management | Elektronisches Produkt | Electronic product | Innovation | Konsumentenverhalten | Consumer behaviour |
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