'Added values or propensities to buy?': Beyond the Dirichlet - A model that takes account of consumer attitudes can explain brand shares better than the Dirichlet, and tell us more to guide strategy.
| Year of publication: |
1998
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|---|---|
| Authors: | Hutchinson, Peter ; Marchant, Len |
| Published in: |
ADMAP : for decisionmakers in advertising, marketing, media, planning & research. - London : Reed Publ. Serv., ISSN 0001-8295, ZDB-ID 10488297. - Vol. 33.1998, 5, p. 31-33
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