Using consumer empowerment to increase the effectiveness of price discounts
Year of publication: |
2019
|
---|---|
Authors: | Aigner, Andreas ; Wilken, Robert ; Geisendorf, Sylvie |
Published in: |
Marketing : ZFP ; journal of research and management. - München : Beck, ISSN 0344-1369, ZDB-ID 717348-9. - Vol. 41.2019, 2, p. 48-63
|
Subject: | Consumer Behaviour | Consumer Empowerment | Discount | Information Processing | Price Promotion | Konsumentenverhalten | Consumer behaviour | Verkaufsförderung | Sales promotion | Niedrigpreisstrategie | Low-cost strategy | Preismanagement | Pricing strategy | Rabatt | Rebate |
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