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Case
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Reference no. 9A98A001
Subject category: Marketing
Authors: Manfred Pearce
Published by: Ivey Publishing
Originally published in: 1998
Version: 1998-01-06
Length: 29 pages
Data source: Field research

Abstract

Canada''s two largest booksellers, Coles and SmithBooks, are set to merge. One of the problems facing the CEO is what to do with the Avid Reader Program, a SmithBooks'' loyalty program begun only seven months earlier. One of the major rationales for implementing the program had been to gain market share from Coles, but this rationale would no longer apply post-merger. It was time to re-evaluate the loyalty program and make a decision about its future. (A sequel to this case is available titled Chapters Inc: Avid Reader (B), case 9A98A014.)
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Abstract

Canada''s two largest booksellers, Coles and SmithBooks, are set to merge. One of the problems facing the CEO is what to do with the Avid Reader Program, a SmithBooks'' loyalty program begun only seven months earlier. One of the major rationales for implementing the program had been to gain market share from Coles, but this rationale would no longer apply post-merger. It was time to re-evaluate the loyalty program and make a decision about its future. (A sequel to this case is available titled Chapters Inc: Avid Reader (B), case 9A98A014.)

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Location:
Size:
Large

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