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.

---

Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.

Produktdetails

• Verlag: Taylor & Francis Ltd
• Seitenzahl: 338
• Erscheinungstermin: 2. Januar 2025
• Englisch
• Abmessung: 234mm x 156mm
• ISBN-13: 9781032510361
• ISBN-10: 1032510366
• Artikelnr.: 71687422

Autorenporträt

Cristina Ziliani, PhD, is full professor of Marketing at the University of Parma, Italy. She lectures on loyalty management at leading universities and business events around the world, including Australia, Brazil, Japan, the US, UK, France, Belgium, Spain and Thailand. Her research focuses on loyalty marketing, customer relationship management, promotions and customer experience. She is the author of over 50 scientific papers on loyalty and 6 books and is the scientific director of the Osservatorio Fedeltà UniPR (Loyalty Observatory) since 1999. Cristina is also the Director of the Master in Trade and Consumer Marketing at the University of Parma, growing talents for marketing, CRM and loyalty positions in Italy and abroad. Marco Ieva, PhD, is Associate Professor in Marketing at the University of Parma where he lectures in Customer Relationship Management, E-commerce and Digital Analytics and Services Marketing. His research spans retailing, loyalty marketing, customer experience and marketing innovation. He has published papers in multiple academic outlets, such as Journal of Advertising Research, Industrial Marketing Management, Journal of Cleaner Production, Journal of Retailing and Consumer Services and International Journal of Retail and Distribution Management.

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