Abstract
Expenditure for consumer promotion programs reflect one of the fastest growing categories of firms’ marketing expenses. Unfortunately, little information is known about consumer preferences for the various promotion programs.
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© 2015 Academy of Marketing Science
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Gould, J.S. (2015). Consumer Incentive Programs: The Participante Viewpoint. In: Hawes, J. (eds) Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17055-8_66
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DOI: https://doi.org/10.1007/978-3-319-17055-8_66
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17054-1
Online ISBN: 978-3-319-17055-8
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