Concepedia

Couponing Strategy

A Couponing Strategy is a systematic promotional method within consumer marketing that differentiates itself by its deliberate design and deployment of discount coupons to influence purchasing behavior, drive product trial, and enhance short-term sales performance.

74

Publications

4.1K

Citations

145

Authors

92

Institutions

Publications per year

2017–2026

14

Parents

Publications

74

Competitive Coupon Targeting

Greg Shaffer, ZHI-QIANG ZHANG · Marketing Science · 1995 · 406 citations

, , +16

The Effects of a Direct Mail Coupon on Brand Choice Behavior

Kapil Bawa, Robert W. Shoemaker · Journal of Marketing Research · 1987 · 251 citations

, , +12

An Integrated Framework for Relating Diverse Consumer Characteristics to Supermarket Coupon Redemption

Banwari Mittal · Journal of Marketing Research · 1994 · 204 citations

, , +13

Social coupons as a marketing strategy: a multifaceted perspective

V. Kumar, Bharath Rajan · Journal of the Academy of Marketing Science · 2011 · 143 citations

, , +16

A Market Response Model for Coupon Promotions

Scott A. Neslin · Marketing Science · 1990 · 141 citations

, , +17

1–5 of 74

Authors

145

  1. KB
    Kapil Bawa

    New York University, United States

    6 publications · 649 citations

    6

    h-index

  2. SS
    Srini S. Srinivasan

    Drexel University, United States

    3 publications · 185 citations

    3

    h-index

  3. GW
    Geert Wets

    Hasselt University, Belgium

    2 publications · 67 citations

    2

    h-index

  4. DM
    Dalton McGuinness

    Massey University, New Zealand

    2 publications · 35 citations

    2

    h-index

  5. MB
    Mike Brennan

    Massey University, New Zealand

    2 publications · 35 citations

    2

    h-index

1–5 of 145

Institutions

92

  1. Drexel University

    Philadelphia, United States

    3 h-index

    3 publications

    229 citations

  2. Baruch College

    New York, United States

    2 h-index

    2 publications

    118 citations

  3. University of Bergamo

    Bergamo, Italy

    2 h-index

    2 publications

    31 citations

  4. Massey University

    Palmerston North, New Zealand

    2 h-index

    6 publications

    105 citations

  5. National University of Singapore

    Singapore, Singapore

    2 h-index

    2 publications

    71 citations

  6. New York University

    New York, United States

    2 h-index

    3 publications

    521 citations

  7. Washington University in St. Louis

    St Louis, United States

    2 h-index

    3 publications

    867 citations

  8. University of Pennsylvania

    Philadelphia, United States

    2 h-index

    2 publications

    162 citations

1–8 of 92

Venues

  1. Journal of Marketing Research

    10 publications · 1K citations

    10

    h-index

  2. Journal of Retailing and Consumer Services

    6 publications · 247 citations

    6

    h-index

  3. Journal of Retailing

    5 publications · 294 citations

    5

    h-index

  4. Journal of Marketing

    JM · 4 publications · 310 citations

    4

    h-index

  5. Journal of Consumer Marketing

    3 publications · 112 citations

    3

    h-index

1–5