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Keywords: SMEs
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2015) 49 (3-4): 467–490.
Published: 13 April 2015
...Karise Hutchinson; Lisa Victoria Donnell; Audrey Gilmore; Andrea Reid Purpose – The purpose of this paper is to understand how small to medium-sized enterprise (SME) retailers adopt and implement a loyalty card programme as a marketing management decision-making tool. Design/methodology...
