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Strategic planning of brand extentions using fit and atypicality measures
Batra, Rajeev; Lenk, Peter J.; Wedel, Michel - In: MSI reports : working paper series (2009) 3, pp. 3-22
Persistent link: https://www.econbiz.de/10003950162
Cover Image
Strategic planning of brand extentions using fit and atypicality measures
Batra, Rajeev; Lenk, Peter; Wedel, Michel - In: MSI reports : working paper series (2009) 3, pp. 3-22
Persistent link: https://www.econbiz.de/10009893541