Determining the order and direction of multiple brand extensions
By: by Niraj Dawar and Paul F. Anderson.
Contributors: Anderson, Paul F.
Series: Working papers / INSEAD -- no.93/17/MKT
Publisher: INSEAD
Published: 1993
Place of publication: Fontainebleau
Language: eng
Number of pages: 38
Subjects: Product management.; Brand choice.
Notes: "This is a revised version of working paper 92/36/MKT" - t.p.