Name: Integrated Couponing. A Process-Based Framework for In-Store Coupon Promotion Handling in Retail (Advances in Information Systems and Management Science) (en Inglés)
Price: 288.97 PEN
Availability: InStock
Author: Axel Winkelmann
ISBN: 9783832513474

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

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

Formato

Libro Físico

Editorial

Logos Verlag

Autor

Axel Winkelmann

Idioma

Inglés

N° páginas

270

Encuadernación

Tapa Blanda

ISBN13

9783832513474

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

Axel Winkelmann (Autor) · Logos Verlag · Tapa Blanda

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

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.