Niching versus Change-of-Pace Brands: Using Purchase Frequencies and Penetration Rates to Infer Brand Positionings
Barbara E. Kahn, Manohar U. Kalwani and Donald G. MorrisonVolume:
25
Language:
english
Journal:
Journal of Marketing Research
DOI:
10.2307/3172949
Date:
November, 1988
File:
PDF, 1.24 MB
english, 1988