Keeping the Store

Evans, Michael; Schumacher, Jeffrey; Singer, Marc
February 2007
CRM Magazine;Feb2007, Vol. 11 Issue 2, p48
Trade Publication
The article argues that information-based marketing programs is a cost-efficient marketing strategy. A key contributor to program inefficiency is retailers that offer unnecessary rewards at the point of purchase. Most marketers develop programs that encourage short-term customer behavior and this highlights maximizing transactions that leads to retailers to blindly offering incentives to consumers.


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