| Integrated Couponing. a Process-Based Framework for In-Store Coupon Promotion Handling in Retail Contributor(s): Winkelmann, Axel (Author) |
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ISBN: 3832513477 ISBN-13: 9783832513474 Publisher: Logos Verlag Berlin OUR PRICE: $57.95 Product Type: Paperback Published: October 2006 |
| Additional Information |
| BISAC Categories: - Business & Economics - Computers | Computer Science |
| Series: Advances in Information Systems and Management Science |
| Physical Information: 270 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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. |