The Perils of Category Management: The Effect of Product Assortment on Multicategory Purchase Incidence

  • Sungtak Hong, Kanishka Misra, Naufel J. Vilcassim
  • Journal of Marketing, September 2016, American Marketing Association (AMA)
  • DOI: 10.1509/jm.15.0060

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http://dx.doi.org/10.1509/jm.15.0060