Loyalty programs are in the headlines frequently. Hotels, like Hilton and Marriott, or coffee powerhouses, like Starbucks, are constantly revamping their programs to keep their customers as connected as possible. These programs have proven to be a safeguard against disruption. Assume your firm wants to launch such a program but you don't know much about them. How would you use external published sources to conduct an exploration of the topic. Be specific about how you might use each type.

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