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Rao, Vithala R.; Thomas, L. Joseph - In: Operational research quarterly : OR 24 (1973) 3, pp. 403-417

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Narayan, Vishal; Rao, Vithala R.; Sudhir, K. - In: Marketing science : the marketing journal of the … 34 (2015) 6, pp. 825-842

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Rao, Vithala R.; Agarwal, Manoj Kumar; Dahlhoff, Denise - In: MSI reports : working paper series (2003) 4, pp. 135-157

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Sudhir, K.; Rao, Vithala R. - In: MSI reports : working paper series (2005) 4, pp. 117-148

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Hauser, John R.; Rao, Vithala R. - In: Marketing research and modeling : progress and …, (pp. 141-168). 2004

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Green, Paul E.; Rao, Vithala R. - In: Journal of marketing research : JMR 8 (1971) 3, pp. 355-363

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Green, Paul E.; Rao, Vithala R. - In: Journal of marketing research : JMR 8 (1971) 1, pp. 71-77

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Green, Paul E.; Rao, Vithala R. - 1972

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Farquhar, Peter H.; Rao, Vithala R. - In: Management science : journal of the Institute for … 22 (1976) 5, pp. 528-539

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Rao, Vithala R.; Winter, Frederick W. - In: Management science : journal of the Institute for … 27 (1981) 12, pp. 1351-1369

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