Uniform Across-the-Board Promotions
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 analyse...
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| Format: | eBook |
| Language: | English |
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Cham
Springer International Publishing
2014, 2014
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| Edition: | 1st ed. 2014 |
| Series: | Contributions to Management Science
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| Subjects: | |
| Online Access: | |
| Collection: | Springer eBooks 2005- - Collection details see MPG.ReNa |
| 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 |
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| Physical Description: | XVII, 102 p. 9 illus online resource |
| ISBN: | 9783319071152 |