In-store promotions : is their effect worth promoting

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DC Field	Value	Language
dc.contributor.author	Amy Rummel	-
dc.contributor.author	John Stewart	-
dc.contributor.editor	William Lazer	-
dc.contributor.editor	Eric H. Shaw	-
dc.contributor.editor	Chow-Hou Wee	-
dc.date.accessioned	2024-03-26T02:45:03Z	-
dc.date.available	2024-03-26T02:45:03Z	-
dc.identifier.isbn	0-939783-01-0	en_US
dc.identifier.uri	https://ptsldigital.ukm.my/jspui/handle/123456789/773545	-
dc.description.abstract	In-store promotion has become one of the most commonly Implemented techniques used to enhance retail sales. Intuitively, while this type of prize contest appears to facll ltate sales customer switching, little empirical research has been done to evaluate Its effectiveness. Results from a field experiment Indicate that while customers are reinforced for their Initial switch of brands, this behaviour Is not sustained. The cost effectiveness of this particular type of retail promotion Is discussed .	en_US
dc.language.iso	en	en_US
dc.publisher	Academy of Marketing Science	en_US
dc.subject	In-store promotion	en_US
dc.subject	Retail sales	en_US
dc.subject	Retail promotion	en_US
dc.title	In-store promotions : is their effect worth promoting	en_US
dc.type	Seminar Papers	en_US
dc.format.pages	293-297	en_US
dc.identifier.callno	HF5411.B52 1989 katsem	en_US
dc.contributor.conferencename	International Conference Series Volume IV 1989	-
dc.coverage.conferencelocation	National University of Singapore, Singapore	-
dc.date.conferencedate	1989-07-16	-
Appears in Collections:	Seminar Papers/ Proceedings / Kertas Kerja Seminar/ Prosiding

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