Work

Heterogeneous Learning and the Targeting of Marketing Communication for New Products

Year: 2007

Type: article

Source: Marketing Science

DOI: 10.1287/mksc.1080.0410

Authors: Sridhar Narayanan, Puneet Manchanda

Institutions: Stanford University, University of Michigan

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W3125341908

FWCI: 27.15

Cites: 49

Cited by: 238

Related to: 10