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    How does point-of-purchase advertising influence sales? A randomized field study 

    Mishra, Himanshu; Mishra, Arul (Indian Institute of Management, Ahmedabad, 2015-12-11)
    Point of Purchase (POP) advertising is ubiquitous; it is hard to find a retail store, fast food restaurant, or convenience store that does not have signs and banners advertising various brands. Despite its frequent use, ...
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    Identifying the most and least promising customers through similarity kernels 

    Mishra, Arul (Indian Institute of Management, Ahmedabad, 2015-12-11)
    Research has demonstrated that identifying profitable customers and acquiring them is far more expensive than retaining existing customers. The higher cost emerges because firms are unable to identify the truly profitable ...

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    Mishra, Arul (2)
    Mishra, Himanshu (1)Subjectadvertising (1)Big data (1)influence (1)least promising (1)most promising (1)Point of purchase (1)POP (1)sales (1)similarity kernels (1)... View MoreDate Issued2015 (2)Has File(s)Yes (2)

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