The measurement of cannibalization

Journal of Product & Brand Management

Volumn 6, Issue 1, 1997, Pages 27-39

  Lomax, Wendy ^a   Hammond, Kathy ^b   East, Robert ^a   Clemente, Maria ^a  

^a KINGSTON UNIVERSITY   (United Kingdom)

^b LONDON BUSINESS SCHOOL   (United Kingdom)

Author keywords

Brand extensions; Brands; Detergent manufacturers; New product development; Risk

Indexed keywords

EID: 21344451730     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610429710160011     Document Type: Article

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