DISCOUNTS IN BUSINESS MARKETING-MANAGEMENT

被引：1

作者：

BLOIS, KJ

机构：

[1] Templeton College, Oxford

来源：

INDUSTRIAL MARKETING MANAGEMENT | 1994年 / 23卷 / 02期

关键词：

D O I：

10.1016/0019-8501(94)90009-4

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

In spite of the frequency with which they are used and their apparent importance to many firms marketing activities, discounts receive little attention in the academic literature. Furthermore, their potential complexity receives limited comment and their strategic possibilities are most often ignored. This paper draws attention to these issues and indicates the need for the development of discount structures to be managed with care.

引用

页码：93 / 100

页数：8

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