Using Advertising Alliances for New Product Introduction: Interactions between Product Complementarity and Promotional Strategies
Sridhar Samu, H. Shanker Krishnan and Robert E. SmithVolume:
63
Language:
english
Journal:
Journal of Marketing
DOI:
10.2307/1252001
Date:
April, 1999
File:
PDF, 2.45 MB
english, 1999