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dc.contributor.authorDesmet, Pierre
dc.date.accessioned2009-07-24T08:22:35Z
dc.date.available2009-07-24T08:22:35Z
dc.date.issued2004-01
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/1346
dc.language.isoiten
dc.subjectPricesen
dc.subjectPromotional communicationen
dc.subject.ddc658.8en
dc.subject.classificationjelM31en
dc.subject.classificationjelD11en
dc.titleEffetti segnaletici della promozione sull'accettazione di un prodotto di largo consumoen
dc.typeArticle accepté pour publication ou publié
dc.description.abstractenIn the article, we want to study existence and valence of the signal given by a promotional communication, usually associated with a price discount. An individual utility model is used to analyze data from a Gabor & Granger price study. Results show that promotion signal increase price sensitivity and rejection rate beacuse the price is too high.en
dc.relation.isversionofjnlnameMicro & Macro Marketing
dc.relation.isversionofjnlissue3en
dc.relation.isversionofjnldate2004-12
dc.relation.isversionofjnlpages663-676en
dc.relation.isversionofdoihttp://dx.doi.org/10.1431/18868en
dc.description.sponsorshipprivateouien
dc.relation.isversionofjnlpublisherLe edizioni del Mulinoen
dc.subject.ddclabelMarketingen


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