Titlebook: Uniform Across-the-Board Promotions; Marc-Oliver Jauch Book 2014 Springer International Publishing Switzerland 2014 Consumer behavior.Pric

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Book 2014icle) 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. F

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Adjustment and Permanent Effects of Uniform Across the Board Promotions,gained importance in the retail environment and how strong their short-term impact on retail store sales can be, this chapter fast forwards to the situation, where UABPs have been in use for a longer period of time.

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Summary of Results,dition to introducing UABPs and putting them in context with the relevant marketing literature and theoretical background, this thesis discussed the impact UABPs have on retail sales as well as consumer behavior and attitude. More specifically, the aim was to answer the following questions:

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