Sinha, Piyush Kumar; Uniyal, Dwarika Prasad - eSocialSciences - 2010
communication at the retail outlet. The current study is an attempt to define and measure the extent of usage of PoP by consumers … scales for usage of PoP communication and shopping involvement were developed. In-depth interviews were carried among … authors suggest a framework for enhancing the effectiveness of PoP Communication. [W.P. No. 2009-11-07] …
