Loyalty Management: From Loyalty Programs to Omnichannel Customer Experiences

ISBN-13: 9780367210724 / Angielski / Miękka / 2019 / 236 str.

Cristina Ziliani; Marco Ieva

Opis

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.

Spis treści

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