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Promoting brands across categories with a social cause : implementing effective embedded premium programs
Henderson, Ty; Arora, Neeraj - In: Journal of marketing 74 (2010) 6, pp. 41-60
Persistent link: https://www.econbiz.de/10008702762
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Doing well while doing good : linking a social cause to product promotions; why it works and how to make it more effective
Henderson, Ty; Arora, Neeraj - In: GfK marketing intelligence review : Marketingforschung … 2 (2010) 1, pp. 8-15
Persistent link: https://www.econbiz.de/10003982231
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Brand portfolio promotions
Aribarg, Anocha; Arora, Neeraj - In: Journal of marketing research : JMR 45 (2008) 4, pp. 391-402
Persistent link: https://www.econbiz.de/10003756177