Long-Run Effects of Promotion Depth on New Versus Established Customers: Three Field Studies - Large-scale field experiments in mail-order catalogs are used to investigate how price promotions affect future purchasing behavior.
| Year of publication: |
2004
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|---|---|
| Authors: | Anderson, Eric T. ; Simester, Duncan I. |
| Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Hanover, Md : INFORMS, ISSN 0732-2399, ZDB-ID 883054x. - Vol. 23.2004, 1, p. 4-20
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