Hoch, Stephen J.

Consumer Learning: Advertising and the Ambiguity of Product Experience

Hoch, S. J., & Ha, Y.-W. (1986) · Journal of Consumer Research

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EDLP, Hi-Lo, and Margin Arithmetic

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Effective category management depends on the role of the category☆

Dhar, S. K., Hoch, S. J., & Kumar, N. (2001) · Journal of Retailing

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