approach to assess the importance of brand equity in acquisition decisions
By: Vijay Mahajan, Vithala R. Rao and Rajendra K. Srivastava.
Contributors: Rao, Vithala R.; Srivastava, Rajendra K.; Marketing Science Institute.
Series: Report / Marketing Science Institute -- no.93-124; Working paper / Marketing Science Institute
Publisher: Marketing Science Institute
Published: 1993
Place of publication: Cambridge, Mass
Language: eng