| Tekijä: | Krishna, A. Zhang, J. |
| Otsikko: | Short- or long-duration coupons: the effect of the expiration date on the profitability of coupon promotions |
| Lehti: | Management Science
1999 : AUG, VOL. 45:8, p. 1041-1056 |
| Asiasana: | MANAGEMENT PROFITABILITY PROMOTION |
| Kieli: | eng |
| Tiivistelmä: | United States firms collectively spend over $6.5 billion annually on coupon promotions and are becoming increasingly concerned with their profitability. FSI (free-standing-insert) data show that coupon duration varies across brands. In this paper, the authors show how coupon duration can affect coupon profitability. They also provide answers for some empirical observations on coupon duration. |
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