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


  • 512 Business and Management

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