Browsing Working Papers by Author "Mathen, Nidhi"

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    • Online promotions: exploring the emerging opportunity in Indian market 

      Mathen, Nidhi; Abhishek (Indian Institute of Management , Ahmedabad, 2014)
      Online promotion has been employed by e-marketers to influence the shoppers during online shopping. In recent years, it has emerged as one of the promising tool in marketer’s arsenal to sway potential customers in Indian ...

    • The potential of mobile coupons: current status and future promises 

      Abhishek; Mathen, Nidhi (Indian Institute of Management, Ahmedabad, 2014)
      Coupons continue to be one of the most favourite promotional tools for the marketers to influence, incentivize, and encourages customers towards trying the product. Mobile-coupon (m-coupon), an extension of the traditional ...