Reframing the discount as a comparison against the sale price : does it make the discount more attractive?
Year of publication: |
June 2018
|
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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 | Preismanagement | Pricing strategy | Rabatt | Rebate | Niedrigpreisstrategie | Low-cost strategy | Verkaufsförderung | Sales promotion | Einzelhandel | Retail trade | Einzelhandelspreis | Retail price | Diskontierung | Discounting | Discounter | Discounters | Soziale Diskontrate | Social discount rate |
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