Considering the importance of consumer sales promotions in the marketing mix of many consumer products throughout the world, there is a notable lack of research devoted to examining consumer response to sales promotions outside North America and Western Europe.
An Investigation of Consumer Response to Consumer Sales Promotions in Developing Markets: A Three-Country Analysis
Lenard C. HuffUniversity of Hawaii at Manoa
Dana L. AldenUniversity of Hawaii at Manoa
Throughout the world, consumer sales promotions are...