Reynolds, Jonathan (1995) Database Marketing and Customer Loyalty: Examining the Evidence. European Retail Digest, 1995 (7). pp. 31-38.Full text not available from this repository.
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.
|Keywords:||marketing, customer loyalty|
|Centre:||Oxford Institute of Retail Management|
|Date Deposited:||01 Feb 2011 11:34|
|Last Modified:||23 Oct 2015 14:05|
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