Research Catalog
Loyalty management : from loyalty programs to omnichannel customer experiences
- Title
- Loyalty management : from loyalty programs to omnichannel customer experiences / Cristina Ziliani and Marco Ieva.
- Author
- Ziliani, Cristina
- Publication
- Abingdon, Oxon ; New York, NY : Routledge, 2020.
- ©2020
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1 Item
| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
Available - Can be used on site. Please visit New York Public Library - Schwarzman Building to submit a request in person. | Text | Use in library | JFE 20-2835 | Schwarzman Building - Main Reading Room 315 |
Details
- Additional Authors
- Ieva, Marco (Research fellow in marketing)
- Description
- xxii, 237 pages; 25 cm
- 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 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"--
- Subjects
- Bibliography (note)
- Includes bibliographical references and index.
- Call Number
- JFE 20-2835
- ISBN
- 9780367077624
- 0367077620
- 9780367210724
- 036721072X
- 9780429022661 (canceled/invalid)
- LCCN
- 2019020387
- OCLC
- 1121419758
- Author
- Ziliani, Cristina, author.
- Title
- Loyalty management : from loyalty programs to omnichannel customer experiences / Cristina Ziliani and Marco Ieva.
- Publisher
- Abingdon, Oxon ; New York, NY : Routledge, 2020.
- Copyright Date
- ©2020
- Type of Content
- text
- Type of Medium
- unmediated
- Type of Carrier
- volume
- Bibliography
- Includes bibliographical references and index.
- Added Author
- Ieva, Marco (Research fellow in marketing), author.
- Other Form:
- Online version: Ziliani, Cristina. Loyalty management Abingdon, Oxon ; New York, NY : Routledge, 2020. 9780429022661 (DLC) 2019980387
- Research Call Number
- JFE 20-2835