The impact of a product-harm crisis on marketing effectiveness
van Heerde,H.J. Helsen,K. Dekimpe,M.G.
van Heerde,H.J.
Helsen,K.
Dekimpe,M.G.
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2007
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Research Projects
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Citation
van Heerde, H J, Helsen, K & Dekimpe, M G 2007, 'The impact of a product-harm crisis on marketing effectiveness', Marketing Science, vol. 26, no. 2, pp. 230-245.