Using analogies in marketing communications to manage consumer learning of really new products

A. Ait El Houssi, KPN Morel, HJ Hultink

Research output: Chapter in Book/Conference proceedings/Edited volume › Conference contribution › Scientific › peer-review

Original language	Undefined/Unknown
Title of host publication	Advancing theory, maintaining relevance
Editors	C Patti, J Drennan
Place of Publication	Brisbane
Publisher	ueensland University of Technology
Pages	1-7
Number of pages	7
Publication status	Published - 2006
Event	ANZMAC 2006 Research symposium, Brisbane, Australia - Brisbane Duration: 4 Dec 2006 → 6 Dec 2006

Name
Publisher	ueensland University of Technology

Conference	ANZMAC 2006 Research symposium, Brisbane, Australia
Period	4/12/06 → 6/12/06

Keywords

@inproceedings{efb422e658a3479fba0878bc6c79ef7a,

title = "Using analogies in marketing communications to manage consumer learning of really new products",

keywords = "Conf.proc. > 3 pag",

author = "{Ait El Houssi}, A. and KPN Morel and HJ Hultink",

year = "2006",

language = "Undefined/Unknown",

publisher = "ueensland University of Technology",

pages = "1--7",

editor = "C Patti and J Drennan",

booktitle = "Advancing theory, maintaining relevance",

note = "ANZMAC 2006 Research symposium, Brisbane, Australia ; Conference date: 04-12-2006 Through 06-12-2006",

}

Using analogies in marketing communications to manage consumer learning of really new products. / Ait El Houssi, A.; Morel, KPN; Hultink, HJ.
Advancing theory, maintaining relevance. ed. / C Patti; J Drennan. Brisbane: ueensland University of Technology, 2006. p. 1-7.

Research output: Chapter in Book/Conference proceedings/Edited volume › Conference contribution › Scientific › peer-review

TY - GEN

T1 - Using analogies in marketing communications to manage consumer learning of really new products

AU - Ait El Houssi, A.

AU - Morel, KPN

AU - Hultink, HJ

PY - 2006

Y1 - 2006

KW - Conf.proc. > 3 pag

M3 - Conference contribution

SP - 1

EP - 7

BT - Advancing theory, maintaining relevance

A2 - Patti, C

A2 - Drennan, J

PB - ueensland University of Technology

CY - Brisbane

T2 - ANZMAC 2006 Research symposium, Brisbane, Australia

Y2 - 4 December 2006 through 6 December 2006

ER -