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Supporting a higher shelf price through coupon distributions

Vilcassim, Naufel J. and Wittink, Dick R. (1987) Supporting a higher shelf price through coupon distributions. Journal of Consumer Marketing, 4 (2). pp. 29-39. ISSN 0736-3761

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Identification Number: 10.1108/eb008194


Promotional expenditures for manufacturer coupon distributions have increased rapidly during the last decade. Marketing professionals have criticized this trend. We discuss how coupon distributions allow manufacturers to price discriminate between market segments. Such discrimination should allow a firm to increase the shelf price of the brand. We find that instant coffee prices reflect this idea, and show that coupon distributions can be profitable for mature brands.

Item Type: Article
Official URL:
Additional Information: © 1987 MCB UP Limited
Divisions: Management
Subjects: H Social Sciences > HF Commerce
Date Deposited: 01 Mar 2017 17:02
Last Modified: 17 Feb 2021 10:57

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