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| Author: | Bertini, M. Gourville, J. Ofek, E. |
| Title: | When the name is the game |
| Journal: | Business Strategy Review
2011 : FALL, VOL. 22:3, p. 50-55 |
| Index terms: | marketing strategy brands products success planning financial risk |
| Language: | eng |
| 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, the authors have done extensive research. They have found that names can play an enormous role in a product's success. |
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