Embedded premium promotion: Why it works and how to make it more effective

Marketing Science

Volumn 26, Issue 4, 2007, Pages 514-531

  Arora, Neeraj ^a   Henderson, Ty ^b  

^a UNIVERSITY OF WISCONSIN MADISON   (United States)

^b UNIVERSITY OF TEXAS AT AUSTIN   (United States)

Author keywords

Cause related marketing; Consumer choice; Embedded premium; Hierarchical bayes; ROI; Sales promotion

Indexed keywords

EID: 38549121818     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1060.0247     Document Type: Article

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