Uniform Across-the-Board Promotions

Business & Finance, Marketing & Sales, Sales & Selling
Cover of the book Uniform Across-the-Board Promotions by Marc-Oliver Jauch, Springer International Publishing
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Author: Marc-Oliver Jauch ISBN: 9783319071152
Publisher: Springer International Publishing Publication: May 28, 2014
Imprint: Springer Language: English
Author: Marc-Oliver Jauch
ISBN: 9783319071152
Publisher: Springer International Publishing
Publication: May 28, 2014
Imprint: Springer
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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