"Targeting Mr. or Mrs. Smith: Modeling and Leveraging Intrahousehold ..."

Hernán A. Bruno, Javier Cebollada, Pradeep K. Chintagunta (2018)

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DOI: 10.1287/MKSC.2018.1088

access: closed

type: Journal Article

metadata version: 2025-01-19

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Hernán A. Bruno, Javier Cebollada, Pradeep K. Chintagunta:
Targeting Mr. or Mrs. Smith: Modeling and Leveraging Intrahousehold Heterogeneity in Brand Choice Behavior. Mark. Sci. 37(4): 631-648 (2018)

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