Uniform Across-the-Board Promotions by Marc-Oliver Jauch

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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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2014-9-16 18:25:50 上传

Uniform Across-the-Board Promotions by Marc-Oliver Jauch
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Series: Contributions to Management Science
Hardcover: 102 pages
Publisher: Springer; 2014 edition (June 16, 2014)
Language: English
ISBN-10: 3319071149
ISBN-13: 978-3319071145
Product Dimensions: 9.2 x 6.1 x 0.3 inches
Shipping Weight: 9.6 ounces
http://www.amazon.com/Uniform-Across--Promotions-Contributions-Management/dp/3319071149/ref=sr_1_1?ie=UTF8&qid=1410862811&sr=8-1&keywords=Uniform+Across-the-Board+Promotions

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关键词：Promotions Promotion Uniform motions Motion popularity customers marketing discount research

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