销售促进如何影响消费者：理论与来自中国市场的实证证据=How Sales Promotions Affect Consumers: Theory and Empirical Evidence from China Market：英文

作者：  郝辽钢　著

出版社：中国经济出版社 2015年9月

简介：　　Sales Promotion is one important marketing strategy. In recent years, sales promotion is getting more and more emphasis, since it is viewed as very effective in stimulating sales by more and more marketers. However, compared with other marketing strategies, there is still a lack in the field of sales promotion, especially the antecedents and consequents of sales promotion. Furthermore, the empirical evidence of Chinese consumers, with respects to their consumption modes and behavioral response process towards sales promotion, is also very rare in current literature. The book incorporates several interesting research papers, which fulfilled the research gaps in the relevant fields and demonstrated the excellent work completed by the author and his research teams.