Uniform Across-the-Board Promotions (Paperback, Softcover reprint of the original 1st ed. 2014)

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.

General

Imprint:	Springer International Publishing AG
Country of origin:	Switzerland
Series:	Contributions to Management Science
Release date:	September 2016
First published:	2014
Authors:	Marc-Oliver Jauch
Dimensions:	235 x 155 x 7mm (L x W x T)
Format:	Paperback
Pages:	102
Edition:	Softcover reprint of the original 1st ed. 2014
ISBN-13:	978-3-319-38310-1
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management
LSN:	3-319-38310-8
Barcode:	9783319383101

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