Brand Dominance: Competitive Advantage Through Consumer Learning,
Additional information
Authors
Carpenter G. S.,
Nakamoto K.
Type
Book chapter
Year
1994
Language
English
Edition
in S.J. Levy, G.R. Frerichs, and H.L. Gordon (Eds.), Marketing Manager's Handbook, Chicago: Dartnell Press, 1994, pp. 162-173. Reprinted in S.J. Levy (Ed.), Creating Winning Marketing Plans, Chicago: Dartnell Press, 1996.