...Sarah Spiekermann; Matthias Rothensee; Michael Klafft Purpose In 2009, US coupons set a new record of 367 billion coupons distributed. Yet, while coupon distribution is on the rise, redemption rates remain below 1 percent. This paper aims to show how recognizing context variables...

...Peter Meyers; Steve Litt Purpose The purpose of this paper is to uncover common and outdated misconceptions about couponing and present new, updated strategies that can improve redemption statistics. Design/methodology/approach ICOM sought to understand the landscape of couponing by examining...

...Carol J. Kaufman Reports on problems with coupon use experienced within ethnic subcultures by presenting the results and implications of a study of retailers in the Philadelphia/Southern New Jersey area. Argues that marketers are challenged to understand the intricacies of ethnic markets...