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Loyalty Management: From Loyalty Programs to Omnichannel Customer Experiences

Cristina Ziliani (University of Parma, Italy) Marco Ieva (University of Parma, Italy)



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01 October 2019
Sales & marketing; Retail sector
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.
By:   Cristina Ziliani (University of Parma Italy), Marco Ieva (University of Parma, Italy)
Imprint:   Routledge
Country of Publication:   United Kingdom
Dimensions:   Height: 235mm,  Width: 159mm, 
Weight:   513g
ISBN:   9780367077624
ISBN 10:   0367077620
Pages:   236
Publication Date:   01 October 2019
Audience:   Professional and scholarly ,  College/higher education ,  Undergraduate ,  Further / Higher Education
Format:   Hardback
Publisher's Status:   Active
1. Loyalty and Marketing Cristina Ziliani 2. The Evolution of Loyalty Management Cristina Ziliani 3. Making Channel Partners Loyal Cristina Ziliani 4. The Impact of Big Data and Artificial Intelligence Cristina Ziliani 5. What We Know About Loyalty Programmes Marco Ieva 6. Managing Experience to Foster Customer Loyalty Marco Ieva 7. Using Customer Insight in Retail Management Michela Giacomini and Miriam Panico 8. Loyalty in the Omnichannel Environment Cristina Ziliani and Marco Ieva 9. Getting Loyalty Right: Barilla and Starbucks Cristina Ziliani 10. Future Challenges Marco Ieva

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 Fedelta 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 Fedelta UniPR (Loyalty Observatory).

Reviews for Loyalty Management: From Loyalty Programs to Omnichannel Customer Experiences

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 with insights based on sound theory and evidence on how to capture and use this golden fleece. They point out that the development of tools to ... manage loyalty is not new in retail management, but importantly, now, there are new tools and concepts based on new data sources that change the ways to generate and exploit customer loyalty. The book proves an excellent guide through these new approaches, examining the why and how of their use, and their benefits and problems. - Professor John Dawson, Emeritus Professor at the University of Edinburgh and the University of Stirling A book that is really worth reading for at least three reasons. First, it takes the reader on a one hundred year long journey through the evolution of loyalty marketing, from the Green Stamps to the digital (branded) wallets. Second, the book is a very interesting and involving reading thanks to a balanced mix of theory and practice, in which the richness of details (a great value added) does never sacrifice the whole picture. Third, Cristina Ziliani's expertise on loyalty marketing is a guarantee. - Professor Chiara Mauri, Professor of Marketing at LIUC and SDA Bocconi Ziliani and Ieva, through a deep analysis of the evolving loyalty practices worldwide, give us precious food for thought. A book to be kept on every marketer desk for years to come. - Stefano Piazzolla, Marketing Information Manager, Esselunga This is a welcome and very timely contribution to a fast-moving subject in an omnichannel world. The insights build on extensive experience from twenty years' research and engagement through the Universita di Parma's Loyalty Observatory and the team led by Professor Ziliani. - Professor Jonathan Reynolds, Academic Director, Oxford Institute of Retail Management, Oxford University

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