Loyalty Programs: Generalizations on Their Adoption, Effectiveness and Design (Foundations and Trends (R) in Marketing) - Brossura
Sinossi
Loyalty Programs provides an overview of extant research on loyalty programs, derive generalizations on the effectiveness and best design of loyalty programs, and highlight avenues for further research. It supports both researchers and practitioners through a comprehensive, research-based synthesis of current knowledge.
In addition, it aims to help companies with loyalty programs improve their performance. Finally, companies that are still contemplating loyalty programs will better understand the implications of such programs through this overview.
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Book by Bijmolt Tammo HA Dorotic Matilda Verhoef Peter C
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