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        • Can Good Marketing Carry a Bad Product? Evidence from the Motion Picture Industry
 

Can Good Marketing Carry a Bad Product? Evidence from the Motion Picture Industry

Hennig-Thurau T, Houston MB, Sridhar S



Publication type
Research article (journal)

Peer reviewed
Yes

Publication status
Published

Year
2006

Journal
Marketing Letters

Volume
17 (7)

Start page
205

End page
219

Language
English

ISSN
0923-0645

Full text
hennig-thurau_et_al._2006_ssbm_can_good_marketing_carry_a_bad_product_evidence_from_the_motion_picture_industry.pdf

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