Using advertising alliances for new product introduction : interactions between product complementarity and promotional strategies
Sridhar Samu, H. Shanker Krishnan and Robert E. Smith
| Year of publication: |
2010
|
|---|---|
| Authors: | Samu, Sridhar ; Krishnan, H. Shanker ; Smith, Robert E. |
| Published in: |
Brand management ; Vol. 3. - Los Angeles [u.a.] : SAGE, ISBN 1-84860-208-1. - 2010, p. 117-148
|
| Subject: | Werbung | Advertising | Innovation | Produktentwicklung | New product development | Strategische Allianz | Strategic alliance |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Reprint ; Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003924405