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Friedman, Lawrence - In: Sloan management review 12 (1971) 2, pp. 77-87

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Downie, Walter David - 1967

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Dirksen, Charles J.; Kroeger, Arthur - 1973 - 4. ed

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Doyle, Peter; Fenwick, Ian - In: Journal of marketing research : JMR 12 (1975) 1, pp. 1-6

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Draper, Jean E.; Hansen, Richard W.; Scott, Richard A. - In: Journal of advertising research 10 (1970) 6, pp. 21-24

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