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The loyalty market


Book ID
114324738
Publisher
Elsevier Science
Year
2001
Tongue
English
Weight
209 KB
Volume
13
Category
Article
ISSN
0965-2590

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This article examines the emerging concept of relationship marketing in an accessible way through an explanation of airline loyalty schemes. It provides evidence that success from relationship marketing schemes is not easily achieved. This is because of the proliferation of loyalty schemes and the b