The relationship between the marketing mix and share of category requirements

Marketing Letters

Volumn 7, Issue 1, 1996, Pages 5-18

  Bhattacharya, C B ^a   Fader, Peter S ^b   Lodish, Leonard M ^c   Desarbo, Wayne S ^d  

^a EMORY UNIVERSITY   (United States)

^b UNIVERSITY OF PENNSYLVANIA   (United States)

^c UNIVERSITY OF PENNSYLVANIA   (United States)

^d UNIVERSITY OF MICHIGAN   (United States)

Author keywords

Brand loyalty; Marketing mix; Scanner data; Share of category requirements

Indexed keywords

EID: 0002055685     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1007/BF00557307     Document Type: Article

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