search query: @freeterm affinity marketing / total: 3
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| Author: | Horne, S. Worthington, S. |
| Title: | The relationship rhombus: a quadratic relationship |
| Journal: | Journal of Market-Focused Management
2002 : JUN, VOL. 5:2, p. 127-134 |
| Index terms: | RELATIONSHIP MARKETING |
| Freeterms: | AFFINITY MARKETING |
| Language: | eng |
| Abstract: | This paper introduces the concept of affinity marketing, using the example of the affinity credit card to explain the complications of affinity relationships. Having explained the triadic nature of the affinity credit card relationship it then takes this one step further to discuss the development of a further quadratic, rhomboidal relationship. |
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