The Multibonus Fidelity Program – Developed And Used By Mol Romania Petroleum Products
Before choosing a strategic alternative, a company must analyze or scan its marketing environment, undertake market segmentation, target own market segments and position itself within these market segments. Adopting a relationship marketing strategy, in general, and an attachment strategy, in particular, requires the company to formalize a life cycle perspective. This paper correlates the theoretical background of an attachment strategy with an applicative case study to Mol Romania.
Volume (Year): 47 (2009)
Issue (Month): 4-5 ()
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