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
Full text not available from this repository.
Identification Number: 10.1108/eb008194
Abstract
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: | http://www.emeraldinsight.com/loi/jcm |
| Additional Information: | © 1987 MCB UP Limited |
| Divisions: | Management |
| Subjects: | H Social Sciences > HF Commerce |
| Date Deposited: | 01 Mar 2017 17:02 |
| Last Modified: | 02 Jan 2024 21:36 |
| URI: | http://eprints.lse.ac.uk/id/eprint/69495 |
Actions (login required)
 |
View Item |
