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Electronic Coupons: A Double‐Barreled Sales Promotion Technique

Darvin R. Hoffman (Texas A&I University)
Allen F. Ketcham (Texas A&I University)
Frank A. Taylor III (Texas A&I University)

American Journal of Business

ISSN: 1935-5181

Article publication date: 22 April 1992

Abstract

The use of coupons as a sales promotion technique is not new; manufacturers have been offering cents‐off coupons to customers for over a century. Now, electronic coupons may become the leading edge of a new wave of sales promotion techniques for the 1990s. How much of an impact that wave will make when it hits the American marketplace can only be estimated,but it may indeed be very big.

Keywords

Citation

Hoffman, D.R., Ketcham, A.F. and Taylor, F.A. (1992), "Electronic Coupons: A Double‐Barreled Sales Promotion Technique", American Journal of Business, Vol. 7 No. 1, pp. 42-48. https://doi.org/10.1108/19355181199200007

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited