The Roles of Marketing Breadth and Competitive Spread on Product Life Cycle (CEIBS Working Paper, No. 015/2020/MKT, 2020)

Yi Xiang, David Soberman, Hubert Gatignon

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The Effect of Marketing Breadth and Competitive Spread on Category Growth
Xiang, Y., Soberman, D. & Gatignon, H., Feb 2022, In: Production and Operations Management. 31, 2, p. 622-644 23 p.
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