• The incentive marketing model is a “customer loyalty program that provides incentives to customers such
as redeemable points or coupons for making purchases from associated retailers.”  Cool Savings, a
small business that uses this model, wants to be its customers’ free resource for valuable coupons,
discounts, and special offers from their favorite brands and stores.
Because the business model will be at the center of the business plan, the model must be
designed carefully. If a successful model is to be built, the model should effectively address the
eight key elements
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