Do vendors benefit from promotions in a multi-vendor loyalty program?

Matilda Dorotic (), Dennis Fok, Peter Verhoef and Tammo Bijmolt

Marketing Letters, 2011, vol. 22, issue 4, 356 pages

Keywords: Loyalty programs; Multi-vendor loyalty program; Promotion effectiveness; Joint promotions; Cross-vendor effects (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (14)

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DOI: 10.1007/s11002-010-9128-8

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