Effectiveness of price discounts and pre
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Mariola Palazon; Elena Delgado-Ballester
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Article
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2009
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John Wiley and Sons
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English
⚖ 124 KB
## Abstract Although price discounts are by far the most common form of sales promotions employed by firms, the increasing use of premiums as a promotional strategy may imply that they are occupying a more important place in the promotional strategy. Since price discounts are quite costly and can r