The process of marketing a new product or service begins when you create a frame of reference. Essentially, the frame of reference is the way your product is perceived by the market and consumer; for ...
The Academy of Management Journal, Vol. 37, No. 1 (Feb., 1994), pp. 193-205 (13 pages) Previous research has shown that disputants differ substantially in how they experience, or cognitively "frame," ...
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