Marketing And Customer Loyalty

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Marketing and Customer Loyalty

Mauro Cavallone
Marketing and Customer Loyalty Book PDF

Author : Mauro Cavallone
Publisher : Springer
Page : 126 pages
File Size : 43,5 Mb
Release : 2017-05-10
Category : Business & Economics
ISBN : 9783319519913

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Marketing and Customer Loyalty by Mauro Cavallone Pdf

This book analyzes the evolution of marketing and the ways in which marketing actions can be rendered more effective, before setting out a new approach to marketing, termed The Extra Step (TES) in recognition of the importance that it attributes to the final extra step in enhancing the effectiveness of marketing efforts. Readers will find clear description of the pathway from purchase to loyalty and the various means of developing customer loyalty. It is explained how the TES approach goes one step further by considering the consumer as a partner whose involvement during the production and fine tuning phase of products and services can help to increase the efficiency of customer loyalty actions implemented by companies. The theoretical analysis is supported by observations and empirical evidence relating to the concepts and benefits of the TES approach. These examples concern firms in Italy, Europe, and the United States, including insurance agencies, pharmaceutical companies and pharmacies, and food distribution companies. The TES approach is of wide relevance and especially valid for the service sector.

Game-Based Marketing

Gabe Zichermann,Joselin Linder
Game Based Marketing Book PDF

Author : Gabe Zichermann,Joselin Linder
Publisher : John Wiley & Sons
Page : 240 pages
File Size : 42,7 Mb
Release : 2010-03-29
Category : Business & Economics
ISBN : 9780470562239

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Game-Based Marketing by Gabe Zichermann,Joselin Linder Pdf

Harness the power of games to create extraordinary customer engagement with Game-Based Marketing. Gamification is revolutionizing the web and mobile apps. Innovative startups like Foursquare and Swoopo, growth companies like Gilt and Groupon and established brands like United Airlines and Nike all agree: the most powerful way to create and engage a vibrant community is with game mechanics. By leveraging points, levels, badges, challenges, rewards and leaderboards – these innovators are dramatically lowering their customer acquisition costs, increasing engagement and building sustainable, viral communities. Game-Based Marketing unlocks the design secrets of mega-successful games like Zynga’s Farmville, World of Warcraft, Bejeweled and Project Runway to give you the power to create winning game-like experiences on your site/apps. Avoid obvious pitfalls and learn from the masters with key insights, such as: Why good leaderboards shouldn’t feature the Top 10 players. Most games are played as an excuse to socialize, not to achieve. Status is worth 10x more than cash to most consumers. Badges are not enough: but they are important. You don’t need to offer real-world prizing to run a blockbuster sweepstakes. And learn even more: How to architect a point system that works Designing the funware loop: the basics of points, badges, levels, leaderboards and challenges Maximizing the value and impact of badges Future-proofing your design Challenging users without distraction Based on the groundbreaking work of game expert and successful entrepreneur Gabe Zichermann, Game-Based Marketing brings together the game mechanics expertise of a decade’s worth of research. Driven equally by big companies, startups, 40-year-old men and tween girls, the world is becoming increasingly more fun. Are you ready to play?

Harvard Business Review on Increasing Customer Loyalty

Harvard Business Review
Harvard Business Review on Increasing Customer Loyalty Book PDF

Author : Harvard Business Review
Publisher : Harvard Business Press
Page : 234 pages
File Size : 55,7 Mb
Release : 2011
Category : Business & Economics
ISBN : 9781422162521

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Harvard Business Review on Increasing Customer Loyalty by Harvard Business Review Pdf

How do you keep your customers coming back - and get them to bring others? This collection of HBR articles helps you: turn angry customers into loyal advocates; get more people to recommend you; boost customer satisfaction by satisfying your employees; and, focus on profitable customers - whether they're loyal or not.

Customer Loyalty and Brand Management

María Jesús Yagüe Guillén,Natalia Rubio
Customer Loyalty and Brand Management Book PDF

Author : María Jesús Yagüe Guillén,Natalia Rubio
Publisher : MDPI
Page : 122 pages
File Size : 40,5 Mb
Release : 2019-09-23
Category : Business & Economics
ISBN : 9783039213351

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Customer Loyalty and Brand Management by María Jesús Yagüe Guillén,Natalia Rubio Pdf

Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).

Customer Share Marketing

Tom Osenton
Customer Share Marketing Book PDF

Author : Tom Osenton
Publisher : FT Press
Page : 315 pages
File Size : 41,6 Mb
Release : 2002
Category : Business & Economics
ISBN : 9780130671677

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Customer Share Marketing by Tom Osenton Pdf

This book is about how and why the world's leading marketers are growing Customer Share--successfully increasing the amount of business they get from their most loyal customers.

The Customer Loyalty Solution

Arthur Middleton Hughes
The Customer Loyalty Solution Book PDF

Author : Arthur Middleton Hughes
Publisher : McGraw Hill Professional
Page : 386 pages
File Size : 49,5 Mb
Release : 2003-03-13
Category : Business & Economics
ISBN : 9780071429047

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The Customer Loyalty Solution by Arthur Middleton Hughes Pdf

How Today's Marketing Leaders Have Bypassed the "Experts" to Craft Effective, Inexpensive Customer Loyalty Programs Database marketing is today's most powerful tool for designing cost-effective, resource-efficient marketing and operations programs. The Customer Loyalty Solution cuts through theory and guesswork to examine how leading marketers from Land's End to IBM are using today's new breed of database marketing tools to compute lifetime value, cut costs in every area, and make databases easier to access and utilize from anywhere on the globe. Praise for The Customer Loyalty Solution: "The Customer Loyalty Solution combines the best of traditional practice with contemporary market factors in terms that inspire and cut across industries. Straightforward enough for the upcoming 1-1 marketer as well as a great catch-up for the seasoned practitioner."--Joe Rapolla, VP, Consumer Marketing Services, Universal Music Group/CLO "Delivers practical solutions instead of hyperbole and theory. Hughes makes this book fun to read, and he gets his point across--clearly."--Robert McKim, CEO, msdbm "Well written and easy to understand. Hughes imparts his wisdom to set realistic expectations and provides case studies adding real-world application."--J.C. Johnson, VP, Database Marketing, Fairfield Resorts "Hughes distills the jargon and complexity of database marketing into a refreshingly straightforward and practical guide. The Customer Loyalty Solution should be required reading for anyone serious about making database marketing work."--Jonathan Huth, VP, Relationship Database Marketing, Scotiabank New technologies like the Web have brought unprecedented change to database marketing. But some things never change. Successful marketers have learned that to understand their customers they must still think like their customers, who continue to ignore one-time discounts to ask, "Why would I want to be that company's customer? What's in it for me?" The Customer Loyalty Solution goes straight to the source, revealing how marketers today are leveraging their database marketing programs to identify and attract the most profitable new customers, increase current customer retention and repurchase, and identify and reward their most loyal and profitable customers. More than 40 detailed case studies and dozens of examples reveal success stories including Verizon's "best in class" datamart that realized a 1681 percent return on marketing investment Isuzu's database project that targeted only their best prospects--and cut industry-standard per-unit sales costs in half Weekly Standard's variable headline strategy that increased direct mail response rates by nearly 25 percent Author and database marketing pioneer Arthur Hughes doesn't hide behind incomprehensible formulas and impossible-to-navigate layouts. Each easy-to-follow chapter clearly addresses and explains a different piece of the database-marketing puzzle. Case studies are clearly marked and detail what went right--or wrong. Chapter-ending synopses summarize the lessons to be learned in each chapter and clearly review what worked and what didn't. These features and others combine with innovative charts and quizzes to ensure hands-on understanding of material covered and make the book a timely, practical guide. The Customer Loyalty Solution reveals how database marketing and customer relationship management initiatives are making a difference, today, for the world's leading marketers. It provides you with step-by-step techniques for benchmarking their efforts to develop intelligent strategies of your own, understanding how and why they work, and monitoring their results to continually adjust and modify for changing market conditions. The result will be far stronger customer loyalty, more consistent repeat

Relationship Marketing

Thorsten Hennig-Thurau,Ursula Hansen
Relationship Marketing Book PDF

Author : Thorsten Hennig-Thurau,Ursula Hansen
Publisher : Springer Science & Business Media
Page : 454 pages
File Size : 47,5 Mb
Release : 2013-06-29
Category : Business & Economics
ISBN : 9783662097458

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Relationship Marketing by Thorsten Hennig-Thurau,Ursula Hansen Pdf

Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require." PROF. PHILIP KOTLER, NORTHWESTERN UNIVERSITY, ILLINOIS

The Power of Loyalty

Roger Brooks
The Power of Loyalty Book PDF

Author : Roger Brooks
Publisher : Entrepreneur Press
Page : 242 pages
File Size : 50,6 Mb
Release : 2010-06-01
Category : Business & Economics
ISBN : 9781613080160

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The Power of Loyalty by Roger Brooks Pdf

Loyalty strategist Roger L. Brooks invites you to take part in the growing loyalty movement and shows you how to build a successful loyalty strategy following 10 essential steps. Brooks covers the best practices and proven techniques from more than 12 customer loyalty leaders including: Chase, JetBlue,Verizon, Subway, Starbucks, Nordstrom, Wegman's, T.G.I. Friday's, CVS/pharmacy, Bank of Montreal, Saks Fifth Avenue and Men's Wearhouse. He provides a comprehensive 6-point initial launch plan plus strategy essentials including employee and company introductions to loyalty. In addition, you'll learn how to incorporate loyalty initiatives into your marketing plans and budgets and identify WOW factors to set your business apart from your competitors.

Predicting Market Success

Robert Passikoff
Predicting Market Success Book PDF

Author : Robert Passikoff
Publisher : John Wiley & Sons
Page : 256 pages
File Size : 52,5 Mb
Release : 2006-12-15
Category : Business & Economics
ISBN : 9780470088791

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Predicting Market Success by Robert Passikoff Pdf

Praise for Predicting Market Success "Predicting Market Success has come at the right time for major companies. The value of understanding the dimensions of your brand's unique appeal and strength of preference is indispensable for brand strategy today. This book is well worth your time." —Joseph T. Plummer, Chief Research OfficerThe Advertising Research Foundation "In the competitive world of branding, understanding what drives consumer loyalty is the cornerstone of a brand's continued success. Passikoff's market-driven insights on how to obtain, analyze, and utilize loyalty metrics will help you make strategic, brand-enhancing decisions." —Seth M. Siegel, Cochairman, The Beanstalk Group "Passikoff is the guy who can explain to me why people buy certain things from certain companies, even though other things by other companies seem just as good. With his great feel for pop culture and almost philosophical outlook, he understands what makes consumers tick-and stick." —Lenore Skenazy, syndicated columnist "Loyalty is a key component of the strength of a brand and brand equity, and Passikoff understands loyalty like few others. In this book, he captures the essence of loyalty and branding in a practical way-showing how loyalty drives profitability." —Erich Joachimsthaler, Chairman, Vivaldi Partners "If you want a business book that will make you feel justified, complimented, and comfortable, don't read this. If you want a book to challenge your beliefs about brand marketing right down to the core, you can't afford not to." —John Gaffney, Executive Editor, Peppers & Rogers Group

Loyalty.com

Frederick Newell
Loyalty com Book PDF

Author : Frederick Newell
Publisher : McGraw-Hill Companies
Page : 358 pages
File Size : 43,8 Mb
Release : 2002
Category : Business & Economics
ISBN : 007138782X

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Loyalty.com by Frederick Newell Pdf

Packed with case studies and real-world examples, "loyalty.com" reveals what the latest technology shifts mean to marketers in every field and outlines the fundamentals needed to build customer loyalty that will last.

The Opt-Out Effect

Gerald E. Smith
The Opt Out Effect Book PDF

Author : Gerald E. Smith
Publisher : FT Press
Page : 272 pages
File Size : 45,6 Mb
Release : 2015-12-18
Category : Business & Economics
ISBN : 9780134191584

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The Opt-Out Effect by Gerald E. Smith Pdf

&>will control your brand relationship, there’s only way to win: help them do it. The Opt-Out Effect shows you how. Marketing thought leader Gerald Smith brings together new research data, powerful strategies, and indispensable tools for implementing customer-centric brand management that supports today’s customers and earns their loyalty. You’ll master new digital brand management best practices hands-on, via realistic exercises and well-tested worksheets and templates you can use in your own environment. Nicholson and Smith ground their recommendations in evidence, unveiling important new research from Pitney Bowes and Kitewheel that illuminates the viewpoints of nearly 1,000 marketers and 1,000 consumers across several leading industries. Learn how to: Quantify what opt-out is costing your business in dollars and cents Control opt-out by empowering customers with opt-up, opt-down, and opt-in user preferences Reframe brand strategy as customer-centric, building on radically new assumptions, languages, and beliefs about marketing Use customer analytics to listen to, sense, and engage customers “in the moment” Apply customer-centric concepts such as Opt-Out Monetization, Customer-Driven Brand Loyalty, Customer-Driven Lifetime Value, and Customer-Driven Brand Equity Profitably empower customers to control their messaging, media, channels, offerings, and more Integrate your key customer relationship measures in a complete e-driven customer managed marketing framework that helps you clarify your goals, priorities, and performance

Why Customers Come Back

Manzie R, Lawfer
Why Customers Come Back Book PDF

Author : Manzie R, Lawfer
Publisher : Red Wheel/Weiser
Page : 298 pages
File Size : 45,6 Mb
Release : 2003-11-17
Category : Business & Economics
ISBN : 9781632658418

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Why Customers Come Back by Manzie R, Lawfer Pdf

Loyal customers are the most important asset of any company-more important than land, patents, equipment, or buildings. While finding new customers is often expensive, time-consuming, and ultimately unprofitable, retaining old customers is surprisingly easy and highly profitable. This book is not about slogans, banners, or promotions. It is about discovering and utilizing specific activities that will make your customers buy again and again...and tell the world why everyone else should buy from you too! Learning how to retain customers is important and profitable. Even a seemingly negligible increase in repeat business-just five percent-produces a whopping 60 percent increase in profits. The practical advice in Why Customers Come Back is based on the real buying habits of real customers. The five principles to follow are not brain surgery. Business people, entrepreneurs, corporate leaders, and front-line employees can understand, embrace, and implement them...right now.

Loyalty Marketing for the Internet Age

Kathleen Sindell
Loyalty Marketing for the Internet Age Book PDF

Author : Kathleen Sindell
Publisher : Dearborn Real Estate Education
Page : 372 pages
File Size : 43,8 Mb
Release : 2000
Category : Business & Economics
ISBN : UOM:39015053380682

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Loyalty Marketing for the Internet Age by Kathleen Sindell Pdf

Publisher Fact Sheet Addresses the explosive subject of Electronic Customer Relationship Management so Internet businesses can better meet the needs of each customer.

Retaining Loyal Customers in E-commerce - Winning Customers is Good, But Keeping Them is Better

Tim Stricker
Retaining Loyal Customers in E commerce Winning Customers is Good But Keeping Them is Better Book PDF

Author : Tim Stricker
Publisher : GRIN Verlag
Page : 85 pages
File Size : 49,9 Mb
Release : 2008-02
Category : Electronic
ISBN : 9783638916462

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Retaining Loyal Customers in E-commerce - Winning Customers is Good, But Keeping Them is Better by Tim Stricker Pdf

Research Paper (undergraduate) from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,5, Fontys University of Applied Sciences Venlo (Fontys University of Applied Science Venlo, the Netherlands), course: International Business and Management Studies, 40 entries in the bibliography, language: English, abstract: "I know who you are, I remember you. I get you to talk to me. And then, because I know something about you, my competitors don't know, I can do something for you my competitors can't do - not for any price." (Newell, 2000) In today's business there is a shift of many companies away from a transactional mindset toward a relational mindset when it comes to dealing with customers. That is because researches proofed that nowadays for many companies profitability depends on the companies ability to develop and maintain long-term relationships with their clients (e.g. Lemon et al., 2002, pp.1-14). In order to gain a competitive edge, companies need to be customer-driven and able to serve their customers needs. Moreover, companies have to deliver a certain added value to exceed customer expectations and build strong relationships. In the traditional market, where face-to-face contact is possible, marketers get to know their clients personally. By personal contact, marketers have the possibility to build a personal relationship with their clients, figure out their needs and finally satisfy their needs by personalized services. As a result, customers are likely to stay with a company and the potential that they become loyal increases. However, the emergence of the internet and e-commerce makes it is very difficult for companies to build long-term relationships with customers. By means of the internet the personal contact to customers is abolished and a reduction of transaction costs is enabled, which in turn creates a new set of customer expectations. Therefore, the potential that custo

Customer Loyalty

S. Robinson,L. Etherington
Customer Loyalty Book PDF

Author : S. Robinson,L. Etherington
Publisher : Springer
Page : 174 pages
File Size : 41,8 Mb
Release : 2005-11-07
Category : Business & Economics
ISBN : 9780230513037

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Customer Loyalty by S. Robinson,L. Etherington Pdf

The authors argue that the best strategic approach for a company or organization is to regard customer loyalty as a continuing response to changes in society and that this perspective is often neglected in favour of shorter term considerations. They present a new approach that builds upon social and economic research to provide practical guidelines.