1. Agrawal, D.
(1995), “Effect of brand loyalty on advertising and trade promotions: a game theoretic analysis with empirical evidence”, Marketing Science, Vol. 15 No. 1.
2. Bretton Clark
(1988), “Conjoint Analyzer”, Bretton Clark.
3. Davenport, T.H.
and
Harris, J.G.
(2007), Competing on Analytics: The New Science of Winning, Harvard Business School Press, Cambridge, MA.
4. Gartner Report, February
(2014), “Worldwide Smartphone Sales”, available at: www.gartner.com/newsroom/id/2665715
5. Green, P.E.
and
Rao, V.R.
(1971), “Conjoint measurement for quantifying judgmental data”, Journal of Marketing Research, Vol. 18 No. 3, pp. 355-363.