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  4. 2010-2019
Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/12936
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dc.contributor.authorKumar, S Ramesh
dc.contributor.authorSwaminathan, S
dc.date.accessioned2020-07-03T14:42:17Z-
dc.date.available2020-07-03T14:42:17Z-
dc.date.issued2011-08-31
dc.identifier.urihttps://repository.iimb.ac.in/handle/2074/12936-
dc.descriptionThe Hindu Business Line, 38-08-2011
dc.description.abstractWhat factors go into the design of a coalition loyalty programme?. As Indian citizens may have got used to coalition governments over a period of time, so can they get used to coalition loyalty, the next level of marketing by marketers. Customer loyalty is an area that has been actively debated and researched by marketers in India. The proliferation of categories and brands along with the changes in consumers' lifestyle are prompting managers to even attempt a few strategies popular in developed markets. Coalition loyalty is one of the concepts that is being attempted in an emerging market such as India, though like any other strategy tried out in developed markets, it needs to be adapted to the Indian context. Read more at: https://www.thehindubusinessline.com/catalyst/Benefiting-from-alliances/article20329973.ece
dc.language.isoen_US
dc.publisherTHG Publishing Pvt. Ltd.
dc.subjectCustomer loyalty
dc.subjectCoalition loyalty
dc.titleBenefiting from alliances
dc.typeMagazine and Newspaper Article
dc.identifier.urlhttps://www.thehindubusinessline.com/catalyst/Benefiting-from-alliances/article20329973.ece
dc.journal.nameThe Hindu Business Line
Appears in Collections:2010-2019
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