Uniform Across-the-Board Promotions / by Marc-Oliver Jauch

By:

Jauch, Marc-Oliver [aut]

Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: Contributions to Management Science | SpringerLink BücherPublisher: Cham ; s.l. : Springer International Publishing, 2014Description: Online-Ressource (XVII, 102 p. 9 illus, online resource)ISBN:

9783319071152

Subject(s):

Additional physical formats: 9783319071145 | Druckausg.: Uniform across-the-board promotions. Cham : Springer, 2014. XVII, 102 S. | Druckausg.: Uniform across-the-board promotions. Cham : Springer, 2014. XVII, 102 S.LOC classification:

HF5410-5417.5

DOI: DOI: 10.1007/978-3-319-07115-2Online resources:

Contents:

Dissertation note: Zugl.: Karlsruhe, KIT, Diss., 2014 Summary: Introduction -- Conceptual Framework -- Impact of Uniform Across the Board Promotions on Short-term Store Revenues -- Adjustment and Permanent Effects of Uniform Across the Board Promotions -- UABPs: Antecedents and Consequences on a Household Level -- Summary of Results.Summary: Uniform Across-the-Board Promotions (UABPs) are characterized by retailers offering a uniform discount on the entire assortment (e.g. 20% on every article) to their customers. This latest form of promotion has gained massive popularity among retailers and consumers in recent times. This book analyses their impact on short- and long-term retailer performance and consumer shopping behaviour by applying state-of-the art marketing research methods. Furthermore this book provides guidance for retail and marketing managers on how to best profit from UABPs, to increase sales and profits while balancing the risks associated with this type of promotion.PPN: PPN: 1657954307Package identifier: Produktsigel: ZDB-2-SEB | ZDB-2-SXBM | ZDB-2-SBE

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