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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APA
Gould, J. S. (2015). Consumer Incentive Programs: The Participante Viewpoint. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 320–323). Springer Nature. https://doi.org/10.1007/978-3-319-17055-8_66
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