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Masters of War: Rivals' Product Innovation and New Advertising in Mature Product Markets - MaRDI portal

Masters of War: Rivals' Product Innovation and New Advertising in Mature Product Markets (Q3117791)

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scientific article
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English
Masters of War: Rivals' Product Innovation and New Advertising in Mature Product Markets
scientific article

    Statements

    title
    Masters of War: Rivals' Product Innovation and New Advertising in Mature Product Markets (English)
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    author
    Andrea Fosfuri
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    Marco S. Giarratana
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    publication date
    1 March 2012
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    zbMATH Keywords
    product innovation
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    advertising
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    firm value
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    rivalry trademarks
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    Identifiers

    zbMATH DE Number
    6010223
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    OpenAlex ID
    W2113372818
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