'A timely text, which presents key marketing concepts, frameworks, and tools in an easy-to-follow manner. The case vignettes, drawn from contemporary marketing practices of entrepreneurial companies around the world, provide nice illustrations of the issues discussed in the chapters. The book is...

Purpose – Retailer loyalty card marketing intelligence presents actual customer purchasing preferences, competitor activities and performance. Typically, extant literature implies that larger firms with formal marketing planning approaches will be more able to leverage it, structured as it is...