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

被引：75

作者：

KAHN, BE ^{[1
]}

KALWANI, MU ^{[1
]}

MORRISON, DG ^{[1
]}

机构：

[1] PURDUE UNIV,KRANNERT GRAD SCH MANAGEMENT,W LAFAYETTE,IN 47907

来源：

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

页码：384 / 390

页数：7

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