Individual differences in response to consumer promotions
نویسندگان
چکیده
منابع مشابه
A Theory of Consumer Promotions: Managerial Implications
Manufacturers are not necessarily in the "prisoner's dilemma" with their promotional spending. A small share brand may be made better off by promoting even if its behavior triggers a promotional response from larger share conpetitors. Given the seeming inevitability of promotional activity, we consider the management of promotional expenditures across a product line. A manufacturer with two bra...
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ژورنال
عنوان ژورنال: International Journal of Research in Marketing
سال: 1991
ISSN: 0167-8116
DOI: 10.1016/0167-8116(91)90010-5