Integrated Couponing: A Process-Based Framework for In-Store Coupon Promotion Handling in Retail - Couverture souple

Winkelmann, Axel

Couverture souple

ISBN 10 : 3832513477 ISBN 13 : 9783832513474

Editeur : Logos Verlag Berlin GmbH, 2006

Synopsis

Couponing is a well-known and old promotional instrument. Coupon-vouchers are used in various countries all over the world for different objectives such as customer retention, market share increase, price discrimination, or market research. Nevertheless, the efficiency of traditional coupon processing is doubted. Many objectives can only be achieved to a limited extent. Most problems of traditional couponing result from the way of coupon treatment. Inefficient ways of distribution and various media discontinuities during the processing lead to negative side-effects such as fault and redemption by wrong consumers. Axel Winkelmann especially contributes to the body of knowledge in the information systems discipline by outlining an efficient framework for integrated coupon processing without media discontinuities. He proposes a conceptualization with special regard to the inefficiency of traditional couponing. His work can be used to facilitate and improve the coupon promotion handling. This book is directed at practitioners and academics in the field of information systems and marketing promotions.

Détails de l'édition

• Éditeur: Logos Verlag Berlin GmbH
• Date d'édition: 2006
• Langue: anglais
• ISBN 10: 3832513477
• ISBN 13: 9783832513474
• Reliure: Broché
• Nombre de pages: 270
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible