The impact of coupons on the visit-to-purchase funnel
Arun Gopalakrishnan, Young-Hoon Park
| Year of publication: |
2021
|
|---|---|
| Authors: | Gopalakrishnan, Arun ; Park, Young-Hoon |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 40.2021, 1, p. 48-61
|
| Subject: | promotion | couponing | customer heterogeneity | consumer searchvisit-to-purchase funnel | targeting | field experiment | Kundenbindungsprogramm | Loyalty program | Konsumentenverhalten | Consumer behaviour | Verkaufsförderung | Sales promotion | Feldforschung | Field research | Rabatt | Rebate |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2020.1232 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012493315