Temporal Differences in the Role of Marketing Communication in New Product Categories
| Year of publication: |
2005
|
|---|---|
| Authors: | Narayanan, Sridhar ; Manchanda, Puneet ; Chintagunta, Pradeep K. |
| Published in: |
Journal of marketing research : JMR. - Chicago, Ill : Assoc, ISSN 0022-2437, ZDB-ID 2183195. - Vol. 42.2005, 3, p. 278-290
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