Cristina Ziliani, Marco Ieva

Loyalty Management

From Loyalty Programs to Omnichannel Customer Experiences

• Broschiertes Buch

Produktbeschreibung

In this insightful new text, Cristina Ziliani and Marco Ieva trace the evolution of thinking and practice in loyalty management. From trading stamps to Amazon Prime and Alibaba 88 Membership, they present a fresh take on the tools, strategies and skills that underpin its key significance in marketing today.

Produktdetails

• Verlag: Taylor & Francis Ltd
• Seitenzahl: 236
• Erscheinungstermin: 7. Oktober 2019
• Englisch
• Abmessung: 231mm x 158mm x 20mm
• Gewicht: 418g
• ISBN-13: 9780367210724
• ISBN-10: 036721072X
• Artikelnr.: 58054839

Autorenporträt

Cristina Ziliani is professor of marketing at the University of Parma, Italy. She lectures on loyalty management at leading universities and business events around the world, including Japan, USA, UK, France, Spain and Thailand. She is also the scientific director of the Osservatorio Fedeltà UniPR (Loyalty Observatory). Marco Ieva is a postdoctoral research fellow in marketing at the University of Parma, Italy, where he lectures in customer relationship management and customer analytics. He is also a senior researcher at the Osservatorio Fedeltà UniPR (Loyalty Observatory).

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