Publications
Social Coupons as a Marketing Strategy: A Multifaceted Perspective
Published: 2012
Published In: Journal of the Academy of Marketing Science
Volume: 40 Issue: 1 Pages: 120-136
Volume: 40 Issue: 1 Pages: 120-136
Additional Recommended Publications
- Explaining Variation in Advertising & Promotional Expenditures over Sales Ration: A Response, Research Criteria and Guidelines
- Assessing the Effect of Marketing Investments in a Business Marketing Context
- Measuring the Effect of Retail Store Promotions on Brand and Store Substitution
- Putting One to One Marketing to Work: Personalization, Customization and Choice
- Unprofitable Cross-buying: Evidence from Consumer & Business Markets
- Creating a Measurable Social Media Marketing Strategy for Hokey Pokey: Increasing the Value and ROI of Intangibles & Tangibles
About Dr. V. Kumar
Dr. V Kumar, or VK as he is more popularly known in the academic and professional circles, is the Richard and Susan Lenny Distinguished Chair Professor in Marketing, the Executive Director of the Center for Excellence in Brand and Customer Management...
The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, which is supplemented by interviews of the...