Browsing Business Administration by Title
Now showing items 243-244 of 244
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Winners and losers in a major price war
(American Marketing Association, 2008-10)Although retail price wars have received much business press and some research attention, it is unclear how they affect consumer purchase behavior. This article studies an unprecedented price war in Dutch grocery retailing ... -
Winning hearts, minds and sales: How marketing communication enters the purchase process in emerging and mature markets
(Elsevier, 2013-03)Consumers differ in the way their minds and hearts respond to marketing communication. Recent research has quantified effectiveness criteria of mindset metrics, such as brand consideration and liking, in the purchase process ...
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