haku: @author Shoemaker, R. W. / yhteensä: 8
viite: 4 / 8
| Tekijä: | Bawa, K. Shoemaker, R. W. |
| Otsikko: | The effects of a direct mail coupon on brand choice behavior. |
| Lehti: | Journal of Marketing Research
1987 : NOV, VOL. 24:4, p. 370-376 |
| Asiasana: | BRAND CHOICE DIRECT MAIL SALES PROMOTION |
| Kieli: | eng |
| Tiivistelmä: | The authors examine the effects of a manufacturer coupon on brand choice behaviour. A model of coupon redemption decision is developed to predict response to the coupon promotion by different cusotmer segments. |
SCIMA