The Branding of Next Generation Products

Citation

Bertini, Marco, John T. Gourville, and Elie Ofek. "The Branding of Next Generation Products." Marketing Science Institute Report, 2007.

Marketing

Marketing

- January 2021
- Faculty Research
Pearson: Efficacy 2.0

By: Elie Ofek, Marco Bertini, Oded Koenigsberg and James Weber
- December 2020
- Journal of Retailing
Consumer Reactance to Promotional Favors

By: Marco Bertini and Aylin Aydinli
- November 2020
- Faculty Research
Holaluz: Taking on the Spanish Energy Market

By: Elie Ofek, Marco Bertini, Oded Koenigsberg, Elena Corsi and Emer Moloney