Rethinking short-term persuasion : a proposed approach for marketersa holistic examination of brand incentives' effectiveness to drive short-term sales
Carol Foley, David Kuhn, Elizabeth Harris
| Year of publication: |
June 2017
|
|---|---|
| Authors: | Foley, Carol ; Kuhn, David ; Harris, Elizabeth |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 57.2017, 2, p. 190-206
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| Subject: | sales effectiveness | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2017-026 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011709406