Loyalty Management

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.

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.