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| Author: | Passingham, J. |
| Title: | Grocery retailing and the loyalty card |
| Journal: | Journal of the Market Research Society
1998 : JAN, VOL. 40:1, p. 55-64 |
| Index terms: | MARKET RESEARCH GROCERY TRADE LOYALTY |
| Language: | eng |
| Abstract: | This paper examines the issue of loyalty cards: of interest both to the marketing community in terms of their commercial effectiveness within the market, and to market researchers through the requirement to measure and evaluate their performance in a relevant and effective way, as well as their potential impact on the "information marketplace". Loyalty cards are not a new phenomenon. It could be argued that Green Shield stamps were a form of loyalty card. |
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