Gift card program incrementality and cannibalization : the effect on revenue and profit
Year of publication: |
November 2017
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Authors: | Norvell, Tim ; Horky, Alisha Blakeney |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 39.2017, p. 250-257
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Subject: | Gift card | Cannibalization | Profit | Revenue | Rentabilität | Profitability | Gewinn | Geschenk | Gifts | Konsumentenverhalten | Consumer behaviour |
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