Measuring Willingness to Pay: A Comparative Method of Valuation.
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| Title: | Measuring Willingness to Pay: A Comparative Method of Valuation. |
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| Authors: | He, Sharlene (AUTHOR) sharlene.he@concordia.ca, Anderson, Eric T. (AUTHOR), Rucker, Derek D. (AUTHOR) |
| Source: | Journal of Marketing. May2024, Vol. 88 Issue 3, p50-68. 19p. |
| Database: | Business Source Ultimate |
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