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Journal Articles
International Journal of Contemporary Hospitality Management (2019) 31 (8): 3037–3057.
Published: 26 June 2019
... price promotion can lead to some positive impacts on business performance, marketers must carefully evaluate the question “how much the price promotion should be” because reduced sale price may signal a reduction of product quality (Rao and Monroe, 1989). Besides the price discount level, marketers must...
