Antecedents and consequences of price promotions effectiveness
From an approach of market orientation, the present research analyzes the influence of several factors on the efficiency of price promotions. The above mentioned factors are related to purchase behavior (the importance of price in the decision process and the consumers level of price knowledge), as...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad del País Vasco (UPV/EHU)
2012-09-01
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| Series: | Management Letters/Cuadernos de Gestión |
| Subjects: | |
| Online Access: | http://www.ehu.es/cuadernosdegestion/revista/index.php/en/numeros?a=da&y=2012&v=12&n=2&o=1 |