Hutchinson, Karise; Donnell, Lisa Victoria; Gilmore, Audrey - In: European Journal of Marketing 49 (2015) 3/4, pp. 467-490
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/approach – A qualitative and longitudinal case study research design is...