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Loyalty management : from loyalty programs to omnichannel customer experiences

Author: Cristina Ziliani; Marco Ieva, (Research fellow in marketing)
Publisher: Abingdon, Oxon ; New York, NY : Routledge, 2020. ©2020
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"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. Loyalty management is increasingly identified with the design and management of a quality customer experience  Read more...
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Additional Physical Format: Online version:
Ziliani, Cristina.
Loyalty management
Abingdon, Oxon ; New York, NY : Routledge, 2020.
(DLC) 2019980387
Document Type: Book
All Authors / Contributors: Cristina Ziliani; Marco Ieva, (Research fellow in marketing)
ISBN: 9780367077624 0367077620 9780367210724 036721072X
OCLC Number: 1121419758
Description: xxii, 237 pages ; 25 cm
Contents: 1. Loyalty and Marketing Cristina Ziliani2. The Evolution of Loyalty Management Cristina Ziliani3. Making Channel Partners Loyal Cristina Ziliani4. The Impact of Big Data and Artificial Intelligence Cristina Ziliani5. What We Know About Loyalty Programmes Marco Ieva6. Managing Experience to Foster Customer Loyalty Marco Ieva7. Using Customer Insight in Retail Management Michela Giacomini and Miriam Panico8. Loyalty in the Omnichannel Environment Cristina Ziliani and Marco Ieva9. Getting Loyalty Right: Barilla and Starbucks Cristina Ziliani10. Future Challenges Marco Ieva
Responsibility: Cristina Ziliani and Marco Ieva.

Abstract:

"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. Loyalty management is increasingly identified with the design and management of a quality customer experience on the journey across the many touchpoints that connect the customer with the brand. Evaluating the research on best practice and offering concrete examples from industry, the authors argue that existing schemes and systems are not just things of the past but should be the optimal starting point for companies needing to foster customer loyalty in an omnichannel world. Drawing on 20 years of experience in research, consulting and teaching, the authors have compiled a unique research-based practice-oriented text. It will guide marketers, business leaders and students through the changes in marketing thought and practice on loyalty management as well as offering practical guidance on the skills and capabilities that companies need if they want to be successful at delivering essential loyalty-driving customer experiences"--

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"Customer loyalty is the golden fleece of retailing. Great efforts are required to obtain it but once gained it gives authority and advantage for the owner. Cristina Ziliani and Marco Ieva provide us Read more...

 
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