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Kumar et al., 2012 - Google Patents

Loyalty programs: design and effectiveness

Kumar et al., 2012

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Document ID
17375797205201854006
Author
Kumar V
Reinartz W
Kumar V
Reinartz W
Publication year
Publication venue
Customer Relationship Management: Concept, Strategy, and Tools

External Links

Snippet

Loyalty programs (LPs) are critical CRM tools used to identify, reward, and successfully retain profitable customers. This chapter gives a deeper introduction into the strategic use of this tool by presenting several industry examples. In two parts, it deals with the design and …
Continue reading at core.ac.uk (PDF) (other versions)

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