Why firms do co-promotions in mature markets?

Journal of Business Research

Volumn 59, Issue 9, 2006, Pages 1035-1042

  Son, Minhee ^a   Hahn, Minhi ^b   Kang, Hyunmo ^b  

^a KT   (South Korea)

^b Grad Sch Mgmt Korea Adv I   (South Korea)

Author keywords

Alliance; Co promotion; Price discrimination; Price sensitivity; Segmentation

Indexed keywords

EID: 33749264663     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2006.04.002     Document Type: Article

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