cam a22 2 4500 317108085 CHVBK 20201008213332.0 cr nn|008mamaa 140528s2014 xx -----s---- 0 0-eng-d 978-3-319-07114-5 print 978-3-319-07115-2 eISBN 10.1007/978-3-319-07115-2 doi (OCoLC)882944224 (IDSSG)000655542 Springer ger SzZuIDS HSG kids HF5410-5417.5 BUS043000 bisacsh 658.8 23 CH001A77CEDE056D58E4AC1257F0700702E22 iCapture Uniform Across-the-Board Promotions by Marc-Oliver Jauch Cham Springer International Publishing 2014 Online-Ressource Text txt rdacontent/ger Computermedien c rdamedia/ger Online-Ressource cr rdacarrier/ger Contributions to Management Science 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. Economics Marketing Jauch Marc-Oliver https://doi.org/10.1007/978-3-319-07115-2 Volltext für Angehörige der Universität St. Gallen / FHS St. Gallen BK020053 XK020053 XK020000 noalma ids I IDSSG HSG HSG ONL HONL000655542 IDSSG HFHS HFHS ONL HONL000655542 IDSSG 490 0- Contributions to Management Science IDSSG 700 1- Jauch Marc-Oliver IDSSG 856 4- https://doi.org/10.1007/978-3-319-07115-2 Volltext für Angehörige der Universität St. Gallen / FHS St. Gallen