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Topic: Student Questions

What Is Membership Marketing?

Posted by Anonymous on 9/5/2004 at 3:01 PM ET 25 Points
what is the definition of membership marketing?
how to achieve the membership marketing planning?
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  • Posted by Chris Blackman on 9/25/2004 at 12:11 AM Accepted
    It's also fraught with risks if your competitor IS playing the same game - sometimes levelling the playing field results in massive cost increases that renders both player's markets unviable. Look at the impact on PanAm of their overly generous frequent flyer scheme. And others..

    Better to look at the core value proposition to decide whether you need a membership scheme at all. Then make sure it adds value to the customer and value to the business.

    Me-too schemes invariably fail and create negative brand impact.

    ChrisB

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