Mapping the Bounds of Incoherence: How Far Can You Go and How Does It Affect Your Brand?
| Year of publication: |
2007
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| Authors: | Kayande, Ujwal ; Roberts, John H. ; Lilien, Gary L. ; Fong, Duncan K.H. |
| Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Hanover, Md : INFORMS, ISSN 0732-2399, ZDB-ID 883054x. - Vol. 26.2007, 4, p. 504-513
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