Cause marketing: Spillover effects of cause-related products in a product portfolio

Management Science

Volumn 55, Issue 9, 2009, Pages 1469-1485

  Krishna, Aradhna ^a   Rajan, Uday ^a  

^a UNIVERSITY OF MICHIGAN   (United States)

Author keywords

Cause marketing; Experimental economics; Marketing and pricing strategy; Product policy

Indexed keywords

CAUSE MARKETING; DUOPOLY MODELS; EXPERIMENTAL ECONOMICS; LABORATORY EXPERIMENTS; PRODUCT POLICY; PRODUCT PORTFOLIOS; RELATED PRODUCTS; SPILLOVER EFFECTS; TWO-PRODUCT;

COMPETITION; COSTS; ECONOMICS; MARKETING; PROFITABILITY;

COLOR;

EID: 70349335644     PISSN: 00251909     EISSN: 15265501     Source Type: Journal    
DOI: 10.1287/mnsc.1090.1043     Document Type: Article

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