haku: @author Tzokas, N. / yhteensä: 11
viite: 6 / 11
| Tekijä: | Andrew, S. Sparks, S. Tzokas, N. |
| Otsikko: | Are loyalty schemes a manifestation of relationship marketing? |
| Lehti: | Journal of marketing management
1999 : JUL, VOL. 15:6, p. 541-562 |
| Asiasana: | MANAGEMENT MARKETING RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | Despite a shared complexity of definition, the concepts of relationship marketing (RM) and loyalty marketing have several common components: the use of information technology, customer knowledge, direct customer communications. To date, though, there is little evidence to verify this contention. This paper examines both concepts to analyze how, if at all, retail loyalty schemes reflect the elements of RM as detailed in the literature. |
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