How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of loyalty programs in Portugal

Mugler is having difficulties launching a loyalty program in Portugal because of the small size of its market and the brand's distribution model that makes it heavily dependent on retailers. GDPR regulations further do not allow the brand to access customer data. This individual part therefore...

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Detalhes bibliográficos
Autor principal: Salzmann, Sarah (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2022
Assuntos:
Luxury
Fragrances
Customer relationship management
Loyalty
Retention
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Texto completo:http://hdl.handle.net/10362/140019
País:Portugal
Oai:oai:run.unl.pt:10362/140019

Texto Completo

http://hdl.handle.net/10362/140019

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