Integrated Couponing. A Process-Based Framework for In-Store Coupon Promotion Handling in Retail

Winkelmann, Axel

ISBN 10: 3832513477 / ISBN 13: 9783832513474

Published by Logos Verlag Berlin, 2006

About this Item

Seller Inventory # 366761

Bibliographic Details

• Title: Integrated Couponing. A Process-Based Framework for In-Store Coupon Promotion Handling in Retail
• Publisher: Logos Verlag Berlin
• Publication Date: 2006
• Language: English
• ISBN 10: 3832513477
• ISBN 13: 9783832513474
• Binding: paperback
• Condition: New
• Weight: 21 ounces

About this title

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.