Reframing the discount as a comparison against the sale price : does it make the discount more attractive?
Abhijit Guha, Abhijit Biswas, Dhruv Grewal, Swati Verma, Somak Banerjee, and Jens Nordfält
| Year of publication: |
June 2018
|
|---|---|
| Authors: | Guha, Abhijit ; Biswas, Abhijit ; Grewal, Dhruv ; Verma, Swati ; Banerjee, Somak ; Nordfält, Jens |
| Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 55.2018, 3, p. 339-351
|
| Subject: | pricing | discount depth | price promotions | price discounts | retailing | Rabatt | Rebate | Preismanagement | Pricing strategy | Niedrigpreisstrategie | Low-cost strategy | Verkaufsförderung | Sales promotion | Discounter | Discounters | Einzelhandelspreis | Retail price | Diskontierung | Discounting | Theorie | Theory | Einzelhandel | Retail trade |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1509/jmr.16.0599 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011878689