?url_ver=Z39.88-2004&rft_id=10.1109%2FISTMET.2015.7359007&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.aulast=Ahmed&rft.au=Ahmed%2C+S.&rft.aufirst=S.&rft.isbn=9781479917235&rft.title=Game+changing+strategies+for+retailers%3A+How+to+create+utilitarian+offers+for+shoppers&rft.date=2015&rft.genre=proceeding