Uniform Across-the-Board Promotions

Download or read book Uniform Across-the-Board Promotions written by Marc-Oliver Jauch and published by Springer. This book was released on 2014-05-28 with total page 116 pages. Available in PDF, EPUB and Kindle. Book excerpt: Uniform Across-the-Board Promotions (UABPs) are characterized by retailers offering a uniform discount on the entire assortment (e.g. 20% on every article) to their customers. This latest form of promotion has gained massive popularity among retailers and consumers in recent times. This book analyses their impact on short- and long-term retailer performance and consumer shopping behaviour by applying state-of-the art marketing research methods. Furthermore this book provides guidance for retail and marketing managers on how to best profit from UABPs, to increase sales and profits while balancing the risks associated with this type of promotion.