Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/34801
Title: Product complements and substitutes in the real world : the relevance of “other products”
Authors: Shocker, AD
Bayus, BL
Kim, N 
Keywords: Product complements
Product substitutes
Purchase decisions
Category definition
Intercategory relationships
Issue Date: 2004
Publisher: AMA
Source: Journal of marketing, 2004, v. 68, no. 1, p. 28-40 How to cite?
Journal: Journal of marketing
Abstract: In the real world, buyer demand for a product can depend directly and indirectly on the marketing efforts of “other products” in different categories. The authors offer a behavioral rationale for the existence of the effects of “other products’” marketing efforts and propose a taxonomy of possible intercategory relationships. The discussion enables the authors to identify several promising new research directions.
URI: http://hdl.handle.net/10397/34801
ISSN: 0022-2429
DOI: 10.1509/jmkg.68.1.28.24032
Appears in Collections:Journal/Magazine Article

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