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Enlarging the pie vs. increasing ones slice an analysis of the relationship between generic and brand advertising

Krishnamurthy, Sandeep

Enlarging the pie vs. increasing ones slice an analysis of the relationship between generic and brand advertising J6284 2000 - 2000 - 37-48 V. 11 Issue. 1

Subjects--Topical Terms:
Marketing

Subjects--Index Terms: Generic advertising;Game theory;Cooperation vs. competition;

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