Uniform Across-the-Board Promotions

• Κύριος συγγραφέας: Jauch, Marc-Oliver (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Cham : Springer International Publishing : Imprint: Springer, 2014.
• Σειρά: Contributions to Management Science,
• Θέματα: Business.; Marketing.; Market research.; Sales management.; Business and Management.; Sales/Distribution.; Market Research/Competitive Intelligence.

 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. 

 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.