TY - GEN 
AU - Osuna, Ignacio
AU - González, Jorge
AU - Capizzani, Mario
UR - http://hdl.handle.net/10818/36797
AB - This study explores the role of category and brand characteristics in the effectiveness of two types of targeted coupons aimed at achieving a retailer's specific goals. In one case, the retailer issues the coupon to reward customers offering discounts...
LA - eng
PB - Journal of Retailing
KW - Targeted coupons
KW - Promotional response
KW - Segmentation
TI - Which Categories and Brands to Promote with Targeted Coupons to Reward and to Develop Customers in Supermarkets
DO - 10.1016/j.jretai.2015.12.002
ER -