The Art of Gaining and Retaining Customers
Effective Implementation of Marketing Tools
(Sprache: Englisch)
As classical mass advertising is losing effectiveness to generate revenues, marketing managers attach importance to alternative methods to gain and retain customers. In particular, sales promotion activities are popular to give prospect customers an...
Leider schon ausverkauft
versandkostenfrei
Buch
42.00 €
Produktdetails
Produktinformationen zu „The Art of Gaining and Retaining Customers “
As classical mass advertising is losing effectiveness to generate revenues, marketing managers attach importance to alternative methods to gain and retain customers. In particular, sales promotion activities are popular to give prospect customers an incentive to buy, whereas the relationship approach aims at establishing a long-lasting bond between provider and customer. In order to find out whether these tendencies provoke the desired actions, a survey among German consumers was conducted, investigating their attitude towards
determined marketing tools and each tool's impact on the purchase
decision-making process. The existing deal-proneness towards the promotion tools samples, coupons, premiums, loyalty cards and sweepstakes and their ability to provoke purchase and re-purchase was examined. Further, this research states possibilities to connect short-term activities with the long-ranging relationship approach and is therefore of high value for marketing manager and consultants, company management, lectures and students of business and media and communication studies; as well as for everyone who is curious
to know which promotion tool is the German's favourite one.
Klappentext zu „The Art of Gaining and Retaining Customers “
As classical mass advertising is losing effectiveness to generate revenues, marketing managers attach importance to alternative methods to gain and retain customers. In particular, sales promotion activities are popular to give prospect customers an incentive to buy, whereas the relationship approach aims at establishing a long-lasting bond between provider and customer. In order to find out whether these tendencies provoke the desired actions, a survey among German consumers was conducted, investigating their attitude towardsdetermined marketing tools and each tool's impact on the purchase
decision-making process. The existing deal-proneness towards the promotion tools samples, coupons, premiums, loyalty cards and sweepstakes and their ability to provoke purchase and re-purchase was examined. Further, this research states possibilities to connect short-term activities with the long-ranging relationship approach and is therefore of high value for marketing manager and consultants, company management, lectures and students of business and media and communication studies; as well as for everyone who is curious
to know which promotion tool is the German's favourite one.
Autoren-Porträt von Vannessa Uhlein, Neele Claussen
Vannessa Uhlein, Dipl.-Kffr. (FH),Master of Business Administration. EuropeanBusiness Studies with focus on Marketing at theUniversity of Applied Sciences in Aachen,Germany; Universidad de Alicante, Spain and MidSweden University, Östersund. Currently workingas a Search Engine Marketing Account Manager inAlicante, Spain.
Bibliographische Angaben
- Autoren: Vannessa Uhlein , Neele Claussen
- 2007, 76 Seiten, Maße: 17,2 x 24,1 cm, Kartoniert (TB), Englisch
- Verlag: VDM Verlag Dr. Müller
- ISBN-10: 3836410532
- ISBN-13: 9783836410533
Sprache:
Englisch
Kommentar zu "The Art of Gaining and Retaining Customers"
0 Gebrauchte Artikel zu „The Art of Gaining and Retaining Customers“
Zustand | Preis | Porto | Zahlung | Verkäufer | Rating |
---|
Schreiben Sie einen Kommentar zu "The Art of Gaining and Retaining Customers".
Kommentar verfassen