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Research papers

Capitalizing

This paper details a practical example of CapitalizingTM, a research tool with an innovative method that estimates the brand's contribution to the market share and to the price of a product (or service). This application has been implemented for...

Catalogue: Congress 2006: Foresight
Authors: Damien de Ponthaud, Valerie Jourdan, Philippe Jourdan
September 17, 2006
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Citation

de Ponthaud, Jourdan and Jourdan (2006a, September 17). Capitalizing. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/capitalizing