Ekonomiczne Problemy Turystyki (Jan 2017)
Wykorzystanie programów lojalnościowych w praktyce funkcjonowania biur podróży w Polsce
Abstract
In this paper, there is presented the essence of loyalty programs – one of the most crucial instruments of relationship marketing-mix. There are also described results of the empirical research, which evaluated the rate and range of their application in practice of marketing activity of travel agencies in Poland.
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