How do initial discounts affect customer retention?

María Jose del Rio Olivares, Jaakko Aspara, Pekka Mattila

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Original languageEnglish
Title of host publicationProceedings of the AMA 2015 Winter Marketing Educators' Conference : Marketing Analytics, Marketing Metrics, and Research
PublisherAMA - American Marketing Association
Publication date2015
Publication statusPublished - 2015
MoE publication typeA4 Article in conference proceedings
EventAmerican Marketing Association Winter Marketing Educators' Conference - San Antonio, United States
Duration: 13.02.201515.02.2015

Keywords

  • 512 Business and Management

Cite this

Jose del Rio Olivares, M., Aspara, J., & Mattila, P. (2015). How do initial discounts affect customer retention? In Proceedings of the AMA 2015 Winter Marketing Educators' Conference: Marketing Analytics, Marketing Metrics, and Research AMA - American Marketing Association. http://s3.amazonaws.com/media.guidebook.com/service/UhYCMXRA9Sxnptdm7F4DVcg58fJvazw3/Part_G_Winter_Proceedings_2015.pdf