Bar-Isaac, Heski; Caruana, Guillermo; Cuñat, Vicente - In: Journal of Economics & Management Strategy 19 (2010) 2, pp. 375-401
"Consumers have only partial knowledge before making a purchase decision, but can acquire more-detailed information. Marketing makes it easier or harder for these consumers to do so. When consumers are "ex ante" heterogeneous, the firm might choose an intermediate marketing strategy for two...