Using analogies in marketing communications to manage consumer learning of really new products
Conference Paper
(2006)
Author(s)
A. Ait El Houssi (External organisation)
KPN Morel (TU Delft - Responsible Marketing and Consumer Behavior)
H.J. Hultink (TU Delft - Responsible Marketing and Consumer Behavior)
Research Group
Responsible Marketing and Consumer Behavior
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https://resolver.tudelft.nl/uuid:efb422e6-58a3-479f-ba08-78bc6c79ef7a
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Publication Year
2006
Research Group
Responsible Marketing and Consumer Behavior
Pages (from-to)
1-7
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