Marketing planning and digital customer loyalty data in small business

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Donnelly, Christina; Simmons, Geoff; Armstrong, Gillian; Fearne, Andrew;
(2012)
  • Publisher: Emerald
  • Subject: School of Business

Purpose – Retailer loyalty card marketing intelligence presents actual customer purchasing preferences, competitor activities and performance. Typically, extant literature implies that larger firms with formal marketing planning approaches will be more able to leverage ... View more
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