| 书目名称 | Uniform Across-the-Board Promotions |
| 编辑 | Marc-Oliver Jauch |
| 视频video | |
| 概述 | Introduces the latest and innovative method of Uniform Across-the-Board Promotions.Analyzes the impact of uniform discounts on short- and long term consumer behavior using state-of-the art marketing m |
| 丛书名称 | Contributions to Management Science |
| 图书封面 |  |
| 描述 | 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. |
| 出版日期 | Book 2014 |
| 关键词 | Consumer behavior; Pricing; Product marketing; Product promotion; Promotion effectiveness; Retail marketi |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-319-07115-2 |
| isbn_softcover | 978-3-319-38310-1 |
| isbn_ebook | 978-3-319-07115-2Series ISSN 1431-1941 Series E-ISSN 2197-716X |
| issn_series | 1431-1941 |
| copyright | Springer International Publishing Switzerland 2014 |
发表于 2025-3-21 18:51:04
