Nguyen, Minh T. T.; Emberger‐Klein, Agnes; Menrad, Klaus - In: International Journal of Consumer Studies 46 (2021) 3, pp. 744-762
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...