Practice Prize Paper—Uncovering Implicit Consumer Needs for Determining Explicit Product Positioning: Growing Prudential Annuities' Variable Annuity Sales

V. Kumar
V. Kumar
[email protected]
J. Mack Robinson College of Business, Georgia State University, Atlanta, Georgia 30303
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,
Denish Shah
Denish Shah
[email protected]
J. Mack Robinson College of Business, Georgia State University, Atlanta, Georgia 30303
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V. Kumar

[email protected]

J. Mack Robinson College of Business, Georgia State University, Atlanta, Georgia 30303

Search for more papers by this author

Denish Shah

[email protected]

J. Mack Robinson College of Business, Georgia State University, Atlanta, Georgia 30303

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Published Online:10 Dec 2010https://doi.org/10.1287/mksc.1100.0610

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mksc.1100.0610-sm-ec.pdf (306 KB)

Volume 30, Issue 4

July-August 2011

Pages 565-756

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Received:March 16, 2010
Accepted:August 17, 2010
Published Online:December 10, 2010

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V. Kumar, Denish Shah, (2010) Practice Prize Paper—Uncovering Implicit Consumer Needs for Determining Explicit Product Positioning: Growing Prudential Annuities' Variable Annuity Sales. Marketing Science 30(4):595-603.

https://doi.org/10.1287/mksc.1100.0610

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Practice Prize Paper—Uncovering Implicit Consumer Needs for Determining Explicit Product Positioning: Growing Prudential Annuities' Variable Annuity Sales

Supplemental Material

Volume 30, Issue 4

Article Information

Supplemental Material

Metrics

Information

Cite as

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