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 tools impact on the...