Determinants of price promotion attractiveness in fast moving consumer goods
With the growing brand similarity and brand proliferation, the changes in the mass market and in consumer shopping patterns, sales promotions have become one of the main strategies employed by brand managers to boost sales, coming to represent up to three times the expenditures used in advertising....
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| Format: | masterThesis |
| Language: | eng |
| Published: |
2016
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| Online Access: | http://hdl.handle.net/10071/11419 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/11419 |