Loyalty management: from loyalty programs to omnichannel customer experiences
"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 ma...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Abingdon, Oxon
Routledge
2020
|
| Schlagworte: | |
| Online-Zugang: | UEI03 URL des Erstveröffentlichers |
| Zusammenfassung: | "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"-- |
| Beschreibung: | Description based on online resource; title from digital title page (viewed on November 01, 2019) |
| Beschreibung: | 1 online resource (xxii, 37 pages) |
| ISBN: | 9780429666148 0429666144 9780429663420 0429663420 9780429022661 0429022662 |
| DOI: | 10.4324/9780429022661 |
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| illustrated | Not Illustrated |
| index_date | 2024-07-03T15:58:01Z |
| indexdate | 2024-07-10T08:59:54Z |
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| isbn | 9780429666148 0429666144 9780429663420 0429663420 9780429022661 0429022662 |
| language | English |
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| spelling | Ziliani, Cristina Verfasser aut Loyalty management from loyalty programs to omnichannel customer experiences Cristina Ziliani and Marco Ieva Abingdon, Oxon Routledge 2020 © 2020 1 online resource (xxii, 37 pages) txt rdacontent c rdamedia cr rdacarrier Description based on online resource; title from digital title page (viewed on November 01, 2019) "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"-- Customer loyalty Customer relations Ieva, Marco aut https://doi.org/10.4324/9780429022661 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Ziliani, Cristina Ieva, Marco Loyalty management from loyalty programs to omnichannel customer experiences Customer loyalty Customer relations |
| title | Loyalty management from loyalty programs to omnichannel customer experiences |
| title_auth | Loyalty management from loyalty programs to omnichannel customer experiences |
| title_exact_search | Loyalty management from loyalty programs to omnichannel customer experiences |
| title_exact_search_txtP | Loyalty management from loyalty programs to omnichannel customer experiences |
| title_full | Loyalty management from loyalty programs to omnichannel customer experiences Cristina Ziliani and Marco Ieva |
| title_fullStr | Loyalty management from loyalty programs to omnichannel customer experiences Cristina Ziliani and Marco Ieva |
| title_full_unstemmed | Loyalty management from loyalty programs to omnichannel customer experiences Cristina Ziliani and Marco Ieva |
| title_short | Loyalty management |
| title_sort | loyalty management from loyalty programs to omnichannel customer experiences |
| title_sub | from loyalty programs to omnichannel customer experiences |
| topic | Customer loyalty Customer relations |
| topic_facet | Customer loyalty Customer relations |
| url | https://doi.org/10.4324/9780429022661 |
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