Despite the large number of companies offering a loyalty program and a high level of consumer membership, many of these loyalty programs have failed. Distinguishes between four different types of loyalty programs and offers a set of guidelines to help businesses develop, implement and monitor the effectiveness of a loyalty program. Describes a number of possible pitfalls that must be avoided. "Hide
by Barry Berman Source: California Management Review 28 pages. Publication Date: November 1, 2006. Prod. #: CMR354-PDF-ENG
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