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The Art of Gaining and Retaining Customers [Paperback]

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Item Number 218648  
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Item description for The Art of Gaining and Retaining Customers by Vannessa Uhlein...

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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Item Specifications...

Pages   80
Est. Packaging Dimensions:   Length: 9.61" Width: 6.69" Height: 0.17"
Weight:   0.31 lbs.
Binding  Softcover
Release Date   Mar 29, 2007
Publisher   VDM Verlag Dr. Mueller e.K.
ISBN  3836410532  
ISBN13  9783836410533  

Availability  146 units.
Availability accurate as of Oct 26, 2016 09:24.
Usually ships within one to two business days from La Vergne, TN.
Orders shipping to an address other than a confirmed Credit Card / Paypal Billing address may incur and additional processing delay.

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Product Categories

1Books > Subjects > Business & Investing > General
2Books > Subjects > Business & Investing > Marketing & Sales > Advertising
3Books > Subjects > Business & Investing > Marketing & Sales > Marketing > General

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