Street Marketing: How Proximity and Context drive Coupon Redemption
Purpose - In 2009, U.S. coupons set a new record of 367 billion coupons distributed. Yet, while coupon distribution is on the rise, redemption rates remain below 1%. This article shows how recognizing context variables, such as proximity, weather, part of town and financial incentives interplay t...
| Main Authors: | , , |
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| Format: | Others |
| Language: | en |
| Published: |
Emerald
2011
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| Subjects: | |
| Online Access: | http://epub.wu.ac.at/3321/1/2011_Location_Coupons_as_uploaded.pdf http://dx.doi.org/10.1108/07363761111143178 |