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Author: Gendall Philip Hoek Janet Pope Tracy Young Karen
Publisher: Emerald Group Publishing Ltd
ISSN: 1061-0421
Source: Journal of Product and Brand Management, Vol.15, Iss.7, 2006-12, pp. : 458-465
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Message framing strategies for new and mature products
By Arora Raj
Journal of Product and Brand Management, Vol. 16, Iss. 6, 2007-09 ,pp. :