Extra value couponing-strategic implications for supermarkets

Ajay Bhasin and Roger Dickinson
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Ajay Bhasin: Ph.D. from Northwestern University and is on the Marketing faculty of the University of Texas at Arlington, Postal: Ph.D. from Northwestern University and is on the Marketing faculty of the University of Texas at Arlington
Roger Dickinson: Ph.D. from Columbia Graduate School of Business and is on the Marketing faculty of the University of Texas at Arlington, Postal: Ph.D. from Columbia Graduate School of Business and is on the Marketing faculty of the University of Texas at Arlington

Agribusiness, 1987, vol. 3, issue 3, 293-306

Abstract: This article outlines the numerous functions couponing performs for the manufacturer. However, extra value couponing is more than just couponing. The supermarket becomes an integral part of the promotional process. The changes created by extra value couponing have implications for various strategies and tactics of supermarkets. Conditions under which extra value couponing may be “profit-optimizing” are articulated.

Date: 1987
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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:3:y:1987:i:3:p:293-306

DOI: 10.1002/1520-6297(198723)3:3<293::AID-AGR2720030305>3.0.CO;2-J

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