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A Segment-Level Model of Category Volume and Brand Choice

By: William R. Dillon and Sunil Gupta
  • Format:Print
  • | Pages:22
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Keywords

Brands and Branding; Decision Choices and Conditions; Segmentation; Volume

Citation

Dillon, William R., and Sunil Gupta. "A Segment-Level Model of Category Volume and Brand Choice." Marketing Science 15, no. 1 (1996): 38–59.

About The Author

Sunil Gupta

Marketing
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