Authors
Koen Pauwels
Distinguished Professor of Marketing and Co-Founder of the DATA Initiative D’Amore-McKim School of Business at Northeastern University, Boston
David J. Reibstein
The William S. Woodside Professor and Professor of Marketing The Wharton School, University of Pennsylvania, Philadelphia
DOI: https://doi.org/10.2478/nimmir-2023-0002 | Journal eISSN: 2628-166X (formerly 1865-5866)
Language: English
Page range: 10 - 17
Published on: Apr 19, 2023
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
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© 2023 Koen Pauwels, David J. Reibstein, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 License.