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[advent]

My dissertation is titled, "Who benefits the most from the Boots advantage card: customer or consumer?" (that is subject to be reworded).

I was thinking for the literature review I start off talking about Relationship Marketing, then customer loyalty, then loyalty cards and finally the Boots advantage card. That way, the literature becomes more and more specific to my work but also covers the broader area of marketing.

Any help would be AMAZING right now. :)