Integrated Couponing: A Process-Based Framework for In-Store Coupon Promotion Handling in Retail: 28 - Brossura

Winkelmann, Axel

Brossura

ISBN 10: 3832513477 ISBN 13: 9783832513474

Casa editrice: Logos Verlag Berlin, 2006

Riassunto

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. Axel Winkelmann studied Business Administration at the University of Münster, Germany and the University of Central England, Birmingham, Great Britain. He works as a Research Assistant at the European Research Center for Information Systems (ERCIS). His research is focused on the development of information systems and conceptual modeling. He received his PhD degree in information systems in July 2006.

Dettagli dell'edizione

• Editore: Logos Verlag Berlin
• Data di pubblicazione: 2006
• Lingua: Inglese
• ISBN 10: 3832513477
• ISBN 13: 9783832513474
• Rilegatura: Copertina flessibile
• Numero di pagine: 258
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile