S/M/185. From the perspective of a relevant company of your choice write an essay that analyses key trends in marketing thought and practices that will shape that firm over the coming decade. (Marriott International and Reward Cards)

This essay focuses on brands, brand loyalty and relationship marketing in relation to customer loyalty and rewards cards, using Marriott as an example. Creating loyalty through reward cards has become one of the core marketing strategies (Kim et al. 2003b) in the hospitality industry.