"The first edition of this book was a welcome and timely contribution to a fast-moving subject in an omnichannel world. Four years later, this fully revised edition makes for fascinating reading, drawing as it does from a greater variety of new international and sectoral examples and experiences. Once again, Professor Ziliani and her team at the Università di Parmas Loyalty Observatory demonstrate an authoritative command of this important topic."
Professor Jonathan Reynolds, Academic Director, Oxford Institute of Retail Management, University of Oxford.
"Does incorporating sustainable, behavior-inducing practices into loyalty programs pay off? How can brands balance commercial and ethical goals to achieve the best long-term results? What loyalty strategies can address the psychological aspects underlying shopping behavior? In this new edition, Ziliani and Ieva review 25 years of loyalty program evolution, CRM, and CX management, and delve into state-of-the-art questions that brands are facing today."
Stefano Piazzolla, Analytics & Business Intelligence Manager, Esselunga
The Loyalty Management book by Professor Cristina Ziliani and Professor Marco Ieva is a valuable resource for anyone wanting to build a solid understanding of customer loyalty management. Drawing from the authors research and years of experience in the loyalty space, the book combines rigorous research insights with practical examples and industry trends to cover comprehensive topics in loyalty management. This updated edition includes new timely materials such as a thorough review of sustainability practices in loyalty and case studies of real-world loyalty programs. Whether you are new to the loyalty industry or a seasoned professional, the book's mixture of informative content and personal reflections will make for a rewarding read.
Professor Yuping Liu-Thompkins, Ph.D., Director of Loyalty Science Lab, Strome College of Business, Old Dominion University, USA
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