Amit SharmaAmit Sharma2023-12-152023-12-1519990042200423http://ir.mica.ac.in/handle/123456789/467282p.en-USdirect marketingloyalty programesroleunderstandingelements of loyaltyalternative approachlifetime valuemeasurementplanning a prograammebudgetinginfluences on direct marketing strategycasessuper value programmefirst citizen clubAir India flying return programmeThesis