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Vithala R. Rao

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Review of Marketing Research

Review of Marketing Research

Naresh Malhotra

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Handbook of Research on New Product Development

Handbook of Research on New Product Development

Peter N. Golder and Debanjan Mitra

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Making Innovation Last: Volume 2

Making Innovation Last: Volume 2

Hubert GATIGNON, David Gotteland and Christophe Haon

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Review of Marketing Research

Review of Marketing Research

Naresh K. Malhotra

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Elgar Encyclopedia of Pricing

Elgar Encyclopedia of Pricing

Andreas Hinterhuber

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Applied Conjoint Analysis

Applied Conjoint Analysis

Vithala R. Rao

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