Database Marketing and Customer Loyalty: Examining the Evidence

Reynolds, Jonathan (1995) Database Marketing and Customer Loyalty: Examining the Evidence. European Retail Digest, 1995 (7). pp. 31-38.

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This feature within the European Retail Digest is designed to highlight the shifting focus of marketing activities undertaken by European retailers from a mass- to a micro-marketing orientation. This short contribution reviews the issues associated with the increasing popularity of customer loyalty schemes and focused database marketing activity by grocery retailers in particular across Europe. These schemes have made headlines in the popular press of the Netherlands, Portugal, Ireland, Germany, France, Belgium and the UK.

Item Type: Article
Keywords: marketing, customer loyalty
Subject(s): Retail
Centre: Oxford Institute of Retail Management
Date Deposited: 01 Feb 2011 11:34
Last Modified: 23 Oct 2015 14:05

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