Do targeted discount offers serve as advertising? : evidence from 70 field experiments
Navdeep S. Sahni, Dan Zou, Pradeep K. Chintagunta
| 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 | Zielgruppe | Target group | Werbewirkung | Advertising effects | Feldforschung | Field research | Werbung | Advertising | Experiment | Verkaufsförderung | Sales promotion |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mnsc.2016.2450 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011741412