Número de Documento     
Artículo:

Inferring Latent Brand Dependences

Autor:

Ulf Böckenholt

Willam R. Dillon

Resumen:

The development of models to estimate the sources of brand market share gains losses including retention cannibalization continues to be of interest to marketing managers scientists alike

Página:

72

Publicación:

Journal of Marketing Research

Volúmen:

37

Número:

1

Periodo:

Febrero 2000

ISSN:

15477193

SrcID:

15477193-2000-01.TXT

Número de Documento