“Geiz-ist-geil” strategy: a three-company study
Article
Bridges, K., Melewar, T. and Otubanjo, B. 2007. “Geiz-ist-geil” strategy: a three-company study. Management Decision. 45 (6), pp. 1023-1037. https://doi.org/10.1108/00251740710762071
Type | Article |
---|---|
Title | “Geiz-ist-geil” strategy: a three-company study |
Authors | Bridges, K., Melewar, T. and Otubanjo, B. |
Abstract | Purpose – The purpose of this paper is to establish how sales are propelled when consumer spending level falls. |
Keywords | Companies, consumers, Germany, marketing strategy |
Research Group | Strategic Marketing, Consumer Behaviour and Branding/Identity group |
Publisher | MCB U.P. |
Journal | Management Decision |
ISSN | 0025-1747 |
Publication dates | |
2007 | |
Publication process dates | |
Deposited | 29 May 2014 |
Output status | Published |
Digital Object Identifier (DOI) | https://doi.org/10.1108/00251740710762071 |
Language | English |
https://repository.mdx.ac.uk/item/84vvv
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