Cover -- Half Title -- Title Page -- Copyright Page -- Contents -- List of figures -- List of tables -- Preface to the second edition -- Preface to the first edition -- Part I: Customer Loyalty Programmes and Clubs -- 1 Why you should read this book! -- 2 Executive summary -- 3 What is a...

Many brand manufacturers are facing increasing competition from competitors entering the market with extremely aggressive prices. To face this new competition the branded manufacturers traditionally lower their own prices or do not react to such attacks at all. Both strategies are not optimal. A...