Loyalty Management

Auteur

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.

Texte du rabat

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

Résumé
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.

Contenu

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