Michael Mulvey

affiliation not provided to SSRN

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Planning Pre-Launch Positioning: Segmentation Via Willingness-to-Pay and Means-End Brand Differentiators

Journal of Brand Management, Vol. 24, Issue 3, 2017
Number of pages: 20 Posted: 24 Apr 2018
Michael Mulvey
affiliation not provided to SSRN
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Abstract:

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brand positioning, means-end theory, innovation adoption, customer value-based pricing, segmentation, latent class regression