Targeting Mr. or Mrs. Smith: Modeling and Leveraging Intrahousehold Heterogeneity in Brand Choice Behavior
Bruno, Hernán A. ; Cebollada, Javier ; Chintagunta, Pradeep K.
Marketing science (Providence, R.I.), 2018-07, Vol.37 (4), p.631-648 [Revista revisada por pares]Linthicum: INFORMS
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