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促销频率对不同生命周期下产品品牌资产影响的研究

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摘要 现如今促销被很多企业视为进入新市场、打开销路的必用利器,但促销手段的运用如若不合理,比如过度地、频繁地进行促销活动,那么其对品牌资产的影响将会适得其反。本文研究正是基于在企业营销实践的感悟和相关理论的匮乏的基础上,试图通过实证研究来探索促销频率对处于不同产品生命周期的企业品牌资产的不同影响。
作者 李微
机构地区 重庆工商大学
出处 《商情》 2014年第18期24-24,共1页
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参考文献7

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