Cristina Ziliani, Marco Ieva

Loyalty Management (eBook, ePUB)

Driving Engagement with Loyalty Programs and Customer Experience

• Format: ePub

Produktbeschreibung

In this insightful text, Cristina Ziliani and Marco Ieva trace the evolution of thinking, contemporary themes and practice in Loyalty Management.

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
• Erscheinungstermin: 6. Januar 2025
• Englisch
• ISBN-13: 9781040298091
• Artikelnr.: 72592663

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 and Marketing 2. The Evolution of Loyalty Management 3. Making
Channel Partners Loyal 4. The Impact of Big Data and Artificial
Intelligence 5. What We Know About Loyalty Programmes 6. Managing
Experience to Foster Customer Loyalty 7. Using Customer Insight in Retail
Management 8. Loyalty in the Omnichannel Environment 9. Getting Loyalty
Right: Barilla and Starbucks 10. Future Challenges