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

Ait El Houssi, A.; Morel, KPN; Hultink, Erik Jan

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

To reference this document use:

http://resolver.tudelft.nl/uuid:efb422e6-58a3-479f-ba08-78bc6c79ef7a

More Info

expand_more

Published Date

2006

Language

Undefined/Unknown

Reuse Rights

Other than for strictly personal use, it is not permitted to download, forward or distribute the text or part of it, without the consent of the author(s) and/or copyright holder(s), unless the work is under an open content license such as Creative Commons.

Research Group

Responsible Marketing and Consumer Behavior