Communication and new product adoption
Year of publication: |
2007
|
---|---|
Authors: | Lehmann, Donald R. ; Mayzlin, Dina |
Published in: |
The Sage handbook of advertising. - Los Angeles : Sage Publications, ISBN 1-4129-1886-3. - 2007, p. 366-380
|
Subject: | Produktmanagement | Product management | Innovation | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Soziale Beziehungen | Social relations |
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