The Impact of Brand Equity and Innovation on the Long-Term Effectiveness of Promotions
Year of publication: |
2008
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Authors: | Slotegraaf, Rebecca J. ; Pauwels, Koen |
Published in: |
Journal of marketing research : JMR. - Chicago, Ill : Assoc, ISSN 0022-2437, ZDB-ID 2183195. - Vol. 45.2008, 3, p. 293-306
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