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Targeting Mr. or Mrs. Smith: Modeling and Leveraging Intrahousehold Heterogeneity in Brand Choice Behavior / Bruno, Hernán A.; Cebollada, Javier; Chintagunta, Pradeep K. / Institute for operations research and the managemet sciences(INFORMS) / Marketing science : the marketing journal of TIMS/ORSA / 631-648 / 2018
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