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Keywords: Mature products
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (1): 31–36.
Published: 25 October 2018
... architecture Heavy half Mature products This response centers around three commentaries to Sheth and Koschmann (2018) : Aaker’s (2018) view that brands create a “must have” through sub-categories; Keller’s (2018) perspective on changing competitive forces; and Tellis’s (2018) more...
