So you want to delight your customers : the perils of ignoring heterogeneity in customer evaluations of discretionary preferential treatments
Raphaëlle Butori; Arnaud De Bruyn
| Year of publication: |
2013
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|---|---|
| Authors: | Butori, Raphaëlle ; De Bruyn, Arnaud |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 30.2013, 4, p. 358-367
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| Subject: | Discretionary preferential treatment | Preference heterogeneity | Justification | Imposition | Visibility | Surprise | Need for distinction | Negotiation proneness | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Präferenztheorie | Theory of preferences |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010223395