Cristina Ziliani, Marco Ieva

Loyalty Management

Driving Engagement with Loyalty Programs and Customer Experience

• Gebundenes Buch

Produktbeschreibung

It will guide marketers, business leaders and post graduate students through the changes in marketing thought and practice of Loyalty Management.

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Produktdetails

• Verlag: Taylor & Francis Ltd
• Seitenzahl: 338
• Erscheinungstermin: 6. Januar 2025
• Englisch
• Abmessung: 234mm x 156mm
• ISBN-13: 9781032510361
• ISBN-10: 1032510366
• Artikelnr.: 71687422

Autorenporträt

Cristina Ziliani, PhD, is Professor of Marketing at the University of Parma, Italy and the scientific director of the Osservatorio Fedeltà UniPR. She lectures at leading universities and business events around the world. Marco Ieva is Associate Professor in Marketing at the University of Parma, Italy. His research interests are retailing, loyalty management and marketing innovation.

Inhaltsangabe

1. Loyalty management: strategy for profitable growth 2. The impact of big
data and artificial intelligence 3. Loyalty and sustainability 4. What we
know about loyalty programs 5. Managing customer experience to foster
loyalty 6. Fostering loyalty through engagement and gamification 7. Using
customer insight in retail management 8. Benchmarking loyalty management
activities: the Italian market 9. Loyalty strategies and the test of time:
Barilla and Starbucks 10. Loyalty case studies from around the world 11.
Future challenges