{"product_id":"the-art-of-gaining-and-retaining-customers-von-vannessa-uhlein-und-neele-claussen","title":"The Art of Gaining and Retaining Customers","description":"\u003cp\u003eRevision with unchanged content. 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 \u0026amp; communication studies; as well as for everyone who is curi­ous to know which promotion tool is the German¿s favourite one.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783639444896\"\u003e\u003ch3\u003eEffective Implementation of Marketing Tools\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783639444896","offer_id":39489799094365,"sku":"9783639444896","price":42.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/76809585-5b3f-4ef2-a508-66a89c9766a1.jpg?v=1774677487","url":"https:\/\/shop.autorenwelt.de\/products\/the-art-of-gaining-and-retaining-customers-von-vannessa-uhlein-und-neele-claussen","provider":"Autorenwelt Shop","version":"1.0","type":"link"}