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Item Title:

The Art of Gaining and Retaining Customers- Vannessa Uhlein Neele-Used


Books, Comics, Magazines



Item Condition: Used
Current Time:22 Oct 17 14:54:19
Time & Date displayed is forUnited States - EDT
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Quantity: (2 Available)
Price per item: £56.00 ($73.39)

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Item Specifics - Books ISBN : 9783836410533
Author : Vannessa Uhlein Neele Claussen
56 16647863 The Art of Gaining and Retaining Customers http://medium.snazal.com/?9783836410533 http://large.snazal.com/?9783836410533 Vannessa Uhlein Neele Claussen 9783836410533 9783836410533 Media Books 17.64 T
Lot # 16647863
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Bookshop2000 (115|0)
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Item Location: Leicester
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Title: The Art of Gaining and Retaining Customers

Author(s): Vannessa Uhlein Neele Claussen
ISBN: 9783836410533
Sku Code: 9783836410533
Media > Books
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 & communication studies; as well as for everyone who is curious to know which promotion tool is the German's favourite one.

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