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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.… (More)
There is an increasing number of SMEs implementing CRM programs to compete effectively in global markets, yet there is limited understanding of the complex issues involved in the operationalization… (More)
Purpose: The aim of this paper is to extend strategic thinking in the area of EM to reflect the contextual issues of SME retailing and to identify how a retail implant strategy can enable SME owner… (More)