2   Artículos

Optimal Advertising and Promotion Budgets in Dynamic Markets with Brand Equity as a Mediating Variable

Revista: MANAGEMENT SCIENCE    Formato: Impreso

Tabla de contenido: Vol: 53 Num: 1 Par: 0 Año: 2007

Market Pioneer and Early Follower Survival Risks: A Contingency Analysis of Really New Versus Incrementally New Product-Markets

Revista: JOURNAL OF MARKETING    Formato: Impreso

Tabla de contenido: Vol: 70 Num: 1 Par: 0 Año: 2006