Melvyn A. J. Menezes

Publications5
h-index2
Citations255
Highly Influential Citations8
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An approach for determination of warranty length
Abstract The use of product warranties as a competitive marketing variable has increased substantially during the past decade. Warranty length is often the most visible and marketed warranty element.… Expand
  • 80
  • 6
Channel Selection for New Industrial Products: A Framework, Method, and Application
TLDR
The authors present a framework and method for addressing the new product channel choice decision and demonstrate its use with an application for a new industrial product. Expand
  • 174
  • 2
Physician leadership Marketing strategy: An essential component of business development for academic health centers
Background: Historically, academic health centers (AHCs) have detached themselves from commercialism and entrepreneurism, viewing these activities as being inconsistent with many of their core… Expand
Product warranty as an element of the marketing mix : theory, implications and experimental tests
  • 1
New Product Channel Choice: A Framework, a Method and an Application