When the name is the game

M. Bertini; John Gourville; Elie Ofek

doi:10.1111/j.1467-8616.2011.00774.x

When the name is the game

M. Bertini^*, John Gourville, Elie Ofek

^*Autor corresponent d’aquest treball

Producció científica: Article en revista indexada › Article › Avaluat per experts

1 Citació (Scopus)

Resum

In Romeo and Juliet, the fair maiden asks, "What's in a name?" When it comes to marketing next-generation products for the global marketplace, Marco Bertini, John Gourville and Elie Ofek have done extensive research and found that names can play an enormous role in a product's success.

Idioma original	Anglès
Pàgines (de-a)	50-55
Nombre de pàgines	6
Revista	Business Strategy Review
Volum	22
Número	3
DOIs	https://doi.org/10.1111/j.1467-8616.2011.00774.x
Estat de la publicació	Publicada - de set. 2011
Publicat externament	Sí

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10.1111/j.1467-8616.2011.00774.x

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title = "When the name is the game",

abstract = "In Romeo and Juliet, the fair maiden asks, {"}What's in a name?{"} When it comes to marketing next-generation products for the global marketplace, Marco Bertini, John Gourville and Elie Ofek have done extensive research and found that names can play an enormous role in a product's success.",

author = "M. Bertini and John Gourville and Elie Ofek",

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doi = "10.1111/j.1467-8616.2011.00774.x",

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AU - Ofek, Elie

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AB - In Romeo and Juliet, the fair maiden asks, "What's in a name?" When it comes to marketing next-generation products for the global marketplace, Marco Bertini, John Gourville and Elie Ofek have done extensive research and found that names can play an enormous role in a product's success.

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DO - 10.1111/j.1467-8616.2011.00774.x

M3 - Article

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When the name is the game

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