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. |
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