This paper was written with the purpose of defining under which conditions the form of a coupon promotion can be effective. This paper will show that couponing is a profitable strategy for manufacturers in many situations and that generally it is in their interest to offer coupons in reduced price form. This article will also show that if the manufactured product is a substitutable good, it will also generally be in the manufacturer's interest to practice couponing rather than other forms of promotions. With this in mind, this paper brings together different visions and preliminary studies on...