Integrated Couponing. A Process-Based Framework for In-Store Coupon Promotion Handling in Retail

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 me

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