Naslov
Sales promotion in the function of creating consumer satisfaction and influencing consumer attitudes

Autori
Guzovski, Marina ; Smoljić, Mirko ; Stanić, Marina

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Fourth International Scientific Conference Knowledge Based Sustainable EconomicDevelopment ERAZ 2018 - Conference Proceedings / - Beograd : All in One Print Center, Belgrade, 2018, 466-474

ISBN
978-86-80194-12-7

Skup
4th International Scientific Conference Knowledge Based Sustainable Economic Development (ERAZ 2018)

Mjesto i datum
Sofija, Bugarska, 07.06.2018

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
sales promotion, marketing communications, consumers, satisfaction, attitudes

Sažetak
Sales promotion is one of the forms of marketing communication that affects both consumer satisfaction and consumer attitudes with various short-term incentives such as: prize programs, loyalty cards, consumer cards, credit cards, convenience cards, discounts, coupons, free products and similar. By linking Customer Relationship Management (CRM) and sales promotion as a marketing communication tool and by observing consumers through the behavioural and emotional component, the individual incentive means are used to identify, reward and retain profitable customers as well as attract new customers.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA