| 000 | 02296cam a2200265 i 4500 | ||
|---|---|---|---|
| 001 | 21209962 | ||
| 005 | 20250108150935.0 | ||
| 008 | 190918s2020 enk b 001 0 eng | ||
| 020 |
_a9780367210724 _q(paperback) _cRM181.35 |
||
| 040 |
_aDLC _beng _cPUO _erda _dDLC |
||
| 082 | 0 | 0 |
_a658.812 _bZIL 2020 |
| 100 | 1 |
_aZiliani, Cristina _eauthor _92961 |
|
| 245 | 1 | 0 |
_aLOYALTY MANAGEMENT : _bFrom Loyalty Programs to Omnichannel Customer Experiences / _cCristina Ziliani and Marco Ieva |
| 264 | 1 |
_aLondon; _aNew York : _bRoutledge, Taylor & Francis Group, _c2020 |
|
| 300 |
_axxii, 237 pages ; _bcolour illustrations ; _c24 cm |
||
| 336 |
_2rdacontent _atext |
||
| 337 |
_2rdamedia _aunmediated |
||
| 338 |
_2rdacarrier _avolume |
||
| 504 | _aIncludes bibliographical references and index. | ||
| 520 | _a"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"-- | ||
| 650 | 0 |
_aCustomer loyalty _92964 |
|
| 650 | 0 |
_aCustomer relations _92967 |
|
| 700 | 1 |
_aIeva, Marco _c(Research fellow in marketing), _eauthor _92970 |
|
| 942 |
_2ddc _n0 _cBK _h658.812 _iZIL 2020 _xJP _yDPR (PERUNCITAN) |
||
| 999 |
_c62448 _d62448 |
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