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Uniform Across-the-Board Promotions

  • Marc-Oliver Jauch

Part of the Contributions to Management Science book series (MANAGEMENT SC.)

Table of contents

  1. Front Matter
    Pages i-xvii
  2. Marc-Oliver Jauch
    Pages 1-5
  3. Marc-Oliver Jauch
    Pages 7-33
  4. Marc-Oliver Jauch
    Pages 91-95
  5. Back Matter
    Pages 97-102

About this book

Introduction

​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.

Keywords

Consumer behavior Pricing Product marketing Product promotion Promotion effectiveness Retail marketing

Authors and affiliations

  • Marc-Oliver Jauch
    • 1
  1. 1.MunichGermany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-319-07115-2
  • Copyright Information Springer International Publishing Switzerland 2014
  • Publisher Name Springer, Cham
  • eBook Packages Business and Economics
  • Print ISBN 978-3-319-07114-5
  • Online ISBN 978-3-319-07115-2
  • Series Print ISSN 1431-1941
  • Series Online ISSN 2197-716X
  • Buy this book on publisher's site