Coupons as an instrument for manufacturers of consumer goods to achieve customer loyalty


Term Paper, 2008

33 Pages, Grade: 1,0


Excerpt


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

Excerpt out of 33 pages

Details

Title
Coupons as an instrument for manufacturers of consumer goods to achieve customer loyalty
College
University of Applied Sciences Brandenburg
Grade
1,0
Author
Year
2008
Pages
33
Catalog Number
V187387
ISBN (eBook)
9783656108900
ISBN (Book)
9783656109242
File size
1701 KB
Language
English
Keywords
Coupons, Couponing, Marketing, consumer goods, Customer loyalty
Quote paper
Sylvia Krahl (Author), 2008, Coupons as an instrument for manufacturers of consumer goods to achieve customer loyalty, Munich, GRIN Verlag, https://www.grin.com/document/187387

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