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- W2133892739 abstract "In the real world, buyer demand for a product can depend directly and indirectly on the marketing efforts of “other products” in different categories. The authors offer a behavioral rationale for the existence of the effects of “other products'” marketing efforts and propose a taxonomy of possible intercategory relationships. The discussion enables the authors to identify several promising new research directions." @default.
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- W2133892739 date "2004-01-01" @default.
- W2133892739 modified "2023-09-23" @default.
- W2133892739 title "Product Complements and Substitutes in the Real World: The Relevance of “Other Products”" @default.
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- W2133892739 doi "https://doi.org/10.1509/jmkg.68.1.28.24032" @default.
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