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Focusing on the effectiveness of bonus programs in B2C marketing, the author explores customer participation motivations and the often-overlooked rewards management aspect. With significant investments in these programs, understanding their varying success rates is critical. The book offers a comprehensive introduction to bonus program theory, outlines successful rewards management principles, and discusses the pros and cons of different reward types. Additionally, it provides criteria for selecting appropriate rewards and practical advice for developing effective reward schemes, supported by survey results.
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Reward Management, Sebastian Grosser
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- Année de publication
- 2012
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