Uncertainty marketing tactics : an overview and a unifying framework
Year of publication: |
2024
|
---|---|
Authors: | Kovacheva, Aleksandra ; Nikolova, Hristina |
Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 52.2024, 1, p. 1-22
|
Subject: | Conceptual framework | Marketing theory | Mystery marketing | Opaque selling | Random incentives | Surprise | Uncertainty |
Description of contents: | Description [link.springer.com] |
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