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Chapter title |
Is Proactive Cannibalization a Profitable Strategy? Preliminary Results and Implications for Future Research
|
---|---|
Chapter number | 255 |
Book title |
Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
|
Published by |
Springer International Publishing, January 2016
|
DOI | 10.1007/978-3-319-11815-4_255 |
Book ISBNs |
978-3-31-911814-7, 978-3-31-911815-4
|
Authors |
Laurent Tournois |
Editors |
Michael W. Obal, Nina Krey, Christian Bushardt |