As an emerging marketing tool that targets shoppers individually based on their purchase histories, personalized price promotion is likely to address the limitations of untargeted price reductions. However, there is no prior evidence to support the effectiveness of this approach in promoting...

Consumer segmentation is an important tool for dealing with the often strongly differing consumer preferences in many markets for fast-moving consumer goods. Therefore, this study analyses the factors that can distinguish the different consumer segments for green all-purpose adhesives in...

At the end of the last decade, several regional marketing projects were launched in the dairy sectors of various Alpine countries with the aim of creating a higher added value for milk products and allowing fair prices for the dairy farmers involved. The projects wanted to offer an alternative...