The Art of Gaining and Retaining Customers

ISBN-13: 9783836410533 / Angielski / Miękka / 2007 / 80 str.

Vannessa Uhlein; Neele Claussen

Opis

As classical mass advertising is losing effectiveness to generate revenues, marketingmanagers attach importance to alternative methods to gain and retaincustomers. In particular, sales promotion activities are popular to give prospectcustomers an incentive to buy, whereas the relationship approach aimsat establishing a long-lasting bond between provider and customer. In orderto find out whether these tendencies provoke the desired actions, a surveyamong German consumers was conducted, investigating their attitude towardsdetermined marketing tools and each tools impact on the purchasedecision-making process. The existing deal-proneness towards the promotiontools samples, coupons, premiums, loyalty cards and sweepstakes and theirability to provoke purchase and re-purchase was examined. Further, this researchstates possibilities to connect short-term activities with the long-rangingrelationship approach and is therefore of high value for marketing managerand consultants, company management, lectures and students of businessand media & communication studies; as well as for everyone who is curiousto know which promotion tool is the Germans favourite one.