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The Branding of Next Generation Products

By: Marco Bertini, John T. Gourville and Elie Ofek
  • Format:Print
  • | Language:English
  • | Pages:25
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Citation

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

About The Authors

Marco Bertini

Marketing
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John T. Gourville

Marketing
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