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Mobile Discounts: A Matter of Distance and Time
Fang, Zheng; Luo, Xueming; Andrews, Michelle; Phang, Chee WeiArticle HBS-F1405B-EMarketingA large-scale field experiment shows how to customize mobile discount offers for maximum effect. A promotion for a nearby event should be offered very close in time to when the event will occur. When mobile users are farther away, a one-day delay gets better results.Starting at €8.20