The measurement of cannibalization Presents results examining the cannibalization of parent brands
| Year of publication: |
1996
|
|---|---|
| Authors: | Lomax, Wendy ; Hammond, Kathy ; East, Robert ; Clemente, Maria |
| Published in: |
Marketing intelligence & planning. - Bradford : Emerald, ISSN 0263-4503, ZDB-ID 832078. - Vol. 14.1996, 7, p. 20-28
|