Extracto
TABLE OF CONTENTS
Table of figures
List of abbreviations
1 Structure and objectives of the study
2 The concept of couponing
2.1 Definitions of coupons and couponing
2.2 Classification in the marketing-mix
2.2.1 Types of coupons
2.2.2 Distribution process
2.2.3 Target audiences
3 Coupons and their relation to customers’ loyalty
3.1 History and development
3.1.1 The evolution of coupons in the USA
3.1.2 The evolution of coupons in Germany
3.2 Today’s markets and manufacturers’ challenges
3.2.1 The American market
3.2.2 The German market
3.2.3 The worldwide crisis situation
3.3 Coupons and their significance to manufacturers and consumers
3.3.1 Features and positive aspects
3.3.2 Risks and negative aspects
3.4 Options and boundaries of couponing
4 Conclusion
List of literature
- Citar trabajo
- Sylvia Krahl (Autor), 2008, Coupons as an instrument for manufacturers of consumer goods to achieve customer loyalty, Múnich, GRIN Verlag, https://www.grin.com/document/187387
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