Planning pre-launch positioning: Segmentation via...

Journal of Brand Management 2017 / 5 Vol. 24; Iss. 3

Planning pre-launch positioning: Segmentation via willingness-to-pay and means-end brand differentiators

Gengler, Charles E., Mulvey, Michael S.
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Volume:
24
Language:
english
Journal:
Journal of Brand Management
DOI:
10.1057/s41262-017-0030-z
Date:
May, 2017
File:
PDF, 362 KB
english, 2017
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