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Embedded
Premium
Promotion: Why It Works and How to Make It More Effective
Arora, Neeraj
;
Henderson, Ty
- In:
Marketing Science
26
(
2007
)
4
,
pp. 514-531
In this paper we define an
embedded
premium
(EP) as an enhancement that involves a social cause added on to a product …
Persistent link: https://www.econbiz.de/10008789780
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