Uniform Across-the-Board Promotions

1. Front Matter

   Pages i-xvii

   PDF

2. Introduction

   • Marc-Oliver Jauch

   Pages 1-5

3. Conceptual Framework

   • Marc-Oliver Jauch

   Pages 7-33

4. Impact of Uniform Across the Board Promotions on Short-Term Store Revenues

   • Marc-Oliver Jauch

   Pages 35-54

5. Adjustment and Permanent Effects of Uniform Across the Board Promotions

   • Marc-Oliver Jauch

   Pages 55-72

6. UABPs: Antecedents and Consequences on a Household Level

   • Marc-Oliver Jauch

   Pages 73-90

7. Summary of Results

   • Marc-Oliver Jauch

   Pages 91-95

8. Back Matter

   Pages 97-102

   PDF

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.

• Consumer behavior
• Pricing
• Product marketing
• Product promotion
• Promotion effectiveness
• Retail marketing

• Munich, Germany

  Marc-Oliver Jauch

Dr. Marc-Oliver Jauch works as an investment professional for the global private equity fund, Apax Partners, in their London and Munich office, mostly focusing on European services and retail investments. Prior to joining Apax Partners, Oliver was a project leader with the Boston Consulting Group and gained experience with Goldman Sachs, McKinsey and Co and Robert Bosch France before that.

Oliver has a PhD (Dr. rer.pol) in economics and managerial science (summa cum laude) holds an MBA from ESSEC Business School in Paris and a MA (Dipl.-Kfm) in Finance & Economics from the University of Mannheim (highest distinction).

Oliver has successfully invested in and co-founded several start-ups and supports the charity foundation Joblinge on whose board he sits.

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