Let’s get down to cases. Business cases, that is. One of the greatest frustrations a marketer can face is preparing for a loyalty initiative only to find a roadblock at the approval stage. Because a loyalty program is a serious investment, senior management will always take a very close look at the potential costs and returns – as they should. But if you are prepared with a sound business case, and take the right steps to socialize it, you’ll find it’s much easier to get the support you....

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