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Bruno, Hernan A., Cebollada, Javier ORCID: 0000-0001-8645-0456 and Chintagunta, Pradeep K. (2018). Targeting Mr. or Mrs. Smith: Modeling and Leveraging Intrahousehold Heterogeneity in Brand Choice Behavior. Mark. Sci., 37 (4). S. 631 - 649. CATONSVILLE: INFORMS. ISSN 1526-548X

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