NICHING VERSUS CHANGE-OF-PACE BRANDS - USING PURCHASE FREQUENCIES AND PENETRATION RATES TO INFER BRAND POSITIONINGS

被引:73
作者
KAHN, BE [1 ]
KALWANI, MU [1 ]
MORRISON, DG [1 ]
机构
[1] PURDUE UNIV,KRANNERT GRAD SCH MANAGEMENT,W LAFAYETTE,IN 47907
关键词
D O I
10.2307/3172949
中图分类号
F [经济];
学科分类号
02 ;
摘要
引用
收藏
页码:384 / 390
页数:7
相关论文
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