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.
- ISBN13 9783319383101
- Publish Date 17 September 2016 (first published 16 June 2014)
- Publish Status Active
- Publish Country CH
- Imprint Springer International Publishing AG
- Edition Softcover reprint of the original 1st ed. 2014
- Format Paperback
- Pages 102
- Language English