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portada Integrated Couponing. A Process-Based Framework for In-Store Coupon Promotion Handling in Retail (Advances in Information Systems and Management Science)
Type
Physical Book
Publisher
Author
Language
English
Pages
270
Format
Paperback
ISBN13
9783832513474

Integrated Couponing. A Process-Based Framework for In-Store Coupon Promotion Handling in Retail (Advances in Information Systems and Management Science)

Axel Winkelmann (Author) · Logos Verlag · Paperback

Integrated Couponing. A Process-Based Framework for In-Store Coupon Promotion Handling in Retail (Advances in Information Systems and Management Science) - Axel Winkelmann

New Book Imported to Taiwan
Delivery: 28 Jul - 06 Aug Shipping: 13 to 15 business days.
NT$ 2,870
NT$ 2,870

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Synopsis "Integrated Couponing. A Process-Based Framework for In-Store Coupon Promotion Handling in Retail (Advances in Information Systems and Management Science)"

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.

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