Loyalty programs as a part of company’s marketing strategy

Loyalty programs as a part of company’s marketing strategy

This paper aims to characterize the current status of using customer loyalty programs in the Czech Republic. Customer loyalty programs are evaluated as a part of marketing communication, where especially customer cards have a specific role in communication mix of selected companies. Furthermore, cus...

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Bibliographic Details
Main Authors: Klára Mrkosová, Ondřej Dufek, Luděk Majer
Format: Article
Language:English
Published: Mendel University Press 2011-01-01
Series:Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
Subjects:
loyalty program
loyalty card
consumer
personal data
Online Access:https://acta.mendelu.cz/59/2/0199/

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