Using analogies in marketing communications to manage consumer learning of really new products

Conference paper (2006)

Authors

A. Ait El Houssi External organisation
KPN Morel Responsible Marketing and Consumer Behavior
Erik Jan Hultink Responsible Marketing and Consumer Behavior
Research Group
Responsible Marketing and Consumer Behavior
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Published Date

2006

Language

Undefined/Unknown

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Research Group

Responsible Marketing and Consumer Behavior

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