Coupon Attractiveness and Coupon Proneness: A Framework for Modeling Coupon Redemption
| Year of publication: |
1997
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|---|---|
| Authors: | Bawa, Kapil ; Srinivasan, Srini S. ; Srivastava, Rajendra K. |
| Published in: |
Journal of marketing research : JMR. - Chicago, Ill : Assoc, ISSN 0022-2437, ZDB-ID 2183195. - Vol. 34.1997, 4, p. 517-525
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