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Promotions and Collaboration in Retailing

In: Collaborative Promotions

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  • Daniela Wiehenbrauk

Abstract

Promotions and collaboration are prevalent tools in the German retail environment which aim at increasing profit margins: while promotions are used to increase sales and market share, collaboration with supply chain partners is intended to increase supply chain efficiency and hence to decrease cost. In this chapter, we begin by providing an overview of the key challenges in the German market situation. The subsequent sections show how retailers employ promotions and collaboration to respond to the highly competitive market environment.

Suggested Citation

  • Daniela Wiehenbrauk, 2010. "Promotions and Collaboration in Retailing," Lecture Notes in Economics and Mathematical Systems, in: Collaborative Promotions, chapter 0, pages 5-16, Springer.
    • Handle: RePEc:spr:lnechp:978-3-642-13393-0_2
    DOI: 10.1007/978-3-642-13393-0_2
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