The impact of competitive context on the allocation of marketing mix resources
By: by D. Bowman and H. Gatignon.
Contributors: Gatignon, Hubert.; INSEAD.
Series: Working papers / INSEAD -- 98/43/MKT; Working papers -- 98/43/MKT.
Publisher: INSEAD
Published: 1998
Place of publication: Fontainebleau
Language: eng
Number of pages: 30