Using Advertising Alliances for New Product Introduction: Interactions Between Product Complementarity and Promotional Strategies
| Year of publication: |
1999
|
|---|---|
| Authors: | Samu, Sridhar ; Krishnan, H.Shanker ; Smith, Robert E. |
| Published in: |
Journal of marketing. - Chicago, Ill : Publications Group of the American Marketing Association, ISSN 0022-2429, ZDB-ID 2183183. - Vol. 63.1999, 1, p. 57-74
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