Modern concept on the consumer choice as a rational behavior, encouraged by means of sales promotion techniques
his is a brief theoretical survey of the available promotion tools and their application in the contemporary trade business. The application of such tools is a priority for the corporate business and is of increasing importance for the growing number of business formats and sites. The trade techniques are used mainly as a discriminative factor for some trade marks and products in case of minor price differences.
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Volume (Year): (2010)
Issue (Month): 1 ()
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- Kapil Bawa & Robert Shoemaker, 2004. "The Effects of Free Sample Promotions on Incremental Brand Sales," Marketing Science, INFORMS, vol. 23(3), pages 345-363, November.
- Richard Thaler, 1985.
"Mental Accounting and Consumer Choice,"
INFORMS, vol. 4(3), pages 199-214.
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- L. Andreu & E. Bigné & R. Chumpitaz & V. Swaen, 2006. "How Does the Retail Environment Influence Shoppers' Emotional Experience? Evidence from Two Retail Settings," Post-Print hal-00255938, HAL.
- L. Andreu & E. Bigné & R. Chumpitaz & V. Swaen, 2006. "How Does the Perceived Retail Environment Influence Consumers' Emotional Experience? Evidence from Two Retail Settings," Post-Print hal-00198886, HAL.
- Rajagopal, 2008. "Point of Sales Promotions and Buying Stimulation in Retail Stores," Marketing Working Papers 2008-03-MKT, Tecnológico de Monterrey, Campus Ciudad de México.
- Bates, Albert D., 1976. "The troubled future of retailing," Business Horizons, Elsevier, vol. 19(4), pages 22-28, August.
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