Subject Index
 

In 1997 'La Caixa' introduced a loyalty programme for its customers in order to put the company ahead of its competitors. By targeting their credit/debit card customers, 'La Caixa' have seen a card tu ...

La Caixa's Mega Account Book is a savings account book for younger people. Their target was to get as many children as possible into their branches, to keep the children interested throughout the year ...

By targeting Spanish housewives, Marcilla have increased their relative share of the coffee market by 39% and increased spontaneous awareness by 25%.