- Tytuł:
-
Programy lojalnościowe wielkich sieci handlowych jako narzędzie komunikacji marketingowej - ewolucja i uwarunkowania sukcesu rynkowego
Loyalty Programs of Large Retail Chains as a Tool for Marketing Communications - the Evolution and Determinants of Market Success - Autorzy:
- Spyra, Zbigniew
- Powiązania:
- https://bibliotekanauki.pl/articles/586914.pdf
- Data publikacji:
- 2013
- Wydawca:
- Uniwersytet Ekonomiczny w Katowicach
- Tematy:
-
Klient
Komunikowanie marketingowe
Programy lojalnościowe
Sieci handlowe
Chain stores
Customer
Loyalty programs
Marketing communication - Opis:
- Customer loyalty programs are increasingly becoming an integral tool of marketing activity of large retail chains and the basis for building their market strategy. Large retail chains recognize that greatest value in loyalty programs is the possibility of improving knowledge about customers and potential impact on their attitudes and buying behavior. The purpose of this article is to present the role of a loyalty program as a tool for marketing communications in the market strategies of large retail chains. This paper presents the thesis that the competitiveness of today's commercial networks' loyalty programs provide a rich spectrum of communication channels and enable participants to communicate with the organizers of the program in a way that best suits them.
- Źródło:
-
Studia Ekonomiczne; 2013, 140; 57-79
2083-8611 - Pojawia się w:
- Studia Ekonomiczne
- Dostawca treści:
- Biblioteka Nauki
Artykuł