Cause Marketing: Spillover Effects of Cause-Related Products in a Product Portfolio
Year of publication: |
2009
|
---|---|
Authors: | Krishna, Aradhna ; Rajan, Uday |
Published in: |
Management Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0025-1909. - Vol. 55.2009, 9, p. 1469-1485
|
Publisher: |
Institute for Operations Research and the Management Sciences - INFORMS |
Subject: | cause marketing | experimental economics | marketing and pricing strategy | product policy |
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