Playing games, receiving gifts, creating experiences and building brands
Sankalp Pratap and Agam Gupta, Arqum Mateen and Kavita Mahto
| Year of publication: |
2016
|
|---|---|
| Authors: | Pratap, Sankalp ; Gupta, Agam ; Mateen, Arqum ; Mahto, Kavita |
| Published in: |
Marketing intelligence & planning. - Bingley : Emerald Group Publishing Limited, ISSN 0263-4503, ZDB-ID 83207-8. - Vol. 34.2016, 4, p. 486-503
|
| Subject: | Branding | Experiential marketing | Game play | Gift giving | Rural marketing | Markenführung | Brand management | Geschenk | Gifts | Spieltheorie | Game theory | Konsumentenverhalten | Consumer behaviour | Event-Marketing | Event marketing | Marketing | Experiment | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/MIP-10-2014-0194 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011571122