Comparing the Effectiveness of Rewards and Individually Targeted Coupons in Loyalty Programs

toni September 26, 2022 Project A05, Project area A, Publications

Authors:

Sebastian Gabel (Erasmus University)
Daniel Guhl (HU Berlin)

Published 2022 in:

Journal of Retailing 98

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Comparing the Effectiveness of Rewards and Individually Targeted Coupons in Loyalty Programs

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