Do targeted discount offers serve as advertising? : evidence from 70 field experiments
Year of publication: |
August 2017
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Authors: | Sahni, Navdeep S. ; Zou, Dan ; Chintagunta, Pradeep K. |
Published in: |
Management science : journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0025-1909, ZDB-ID 206345-1. - Vol. 63.2017, 8, p. 2688-2705
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Subject: | Internet marketing | email marketing | targeted offers | targeted promotions | online advertising | Online-Marketing | Werbewirkung | Advertising effects | E-Mail | E-mail | Direktmarketing | Direct marketing | Rabatt | Rebate | Zielgruppe | Target group |
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