Loyalty Programmes
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Date
1999
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Mudra Institute of Communications, Ahmedabad
Abstract
Description
Keywords
direct marketing, loyalty programes, role, understanding, elements of loyalty, alternative approach, lifetime value, measurement, planning a prograamme, budgeting, influences on direct marketing strategy, cases, super value programme, first citizen club, Air India flying return programme