Leonard M. Lodish

University of Pennsylvania - Marketing Department

Professor

700 Jon M. Huntsman Hall

3730 Walnut Street

Philadelphia, PA 19104-6340

United States

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Scholarly Papers (1)

1.

Relationship between the Marketing Mix and Share of Category Requirements

Marketing Letters, Volume 7, Issue 1, pp 5-18
Posted: 08 Jun 2016
CB Bhattacharya, Peter Fader, Leonard M. Lodish and Wayne S. DeSarbo
European School of Management and Technology (ESMT), University of Pennsylvania - Marketing Department, University of Pennsylvania - Marketing Department and Pennsylvania State University

Abstract:

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brand loyalty, marketing mix, share of category requirements, scanner data