Abstract (in English): The first aim of the study is to investigate marketing managers’ perceptions of loyalty marketing challenges, satisfaction with their own loyalty gain insight into the future developments of a loyalty marketing orientation in the industry. In fact, very little research attention, if none, is devoted to companies’ (especially retailers) perceptions and attitutes towards loyalty programs. A second goal for our work is to help managers devise effectiveness measures for their catalogues – and, indirectly, their loyalty programs –, that could provide directions for decision making, easing the uncertainty regarding the future of their loyalty strategies.

Le marketing ciblé en Italie: tendances et prévisions de développement, Revue francaise du marketing / C. ZILIANI; S. BELLINI. - In: REVUE FRANÇAISE DU MARKETING. - ISSN 0035-3051. - 203(2005), pp. 69-81.

Le marketing ciblé en Italie: tendances et prévisions de développement, Revue francaise du marketing

ZILIANI, Cristina;BELLINI, Silvia
2005

Abstract

Abstract (in English): The first aim of the study is to investigate marketing managers’ perceptions of loyalty marketing challenges, satisfaction with their own loyalty gain insight into the future developments of a loyalty marketing orientation in the industry. In fact, very little research attention, if none, is devoted to companies’ (especially retailers) perceptions and attitutes towards loyalty programs. A second goal for our work is to help managers devise effectiveness measures for their catalogues – and, indirectly, their loyalty programs –, that could provide directions for decision making, easing the uncertainty regarding the future of their loyalty strategies.
Le marketing ciblé en Italie: tendances et prévisions de développement, Revue francaise du marketing / C. ZILIANI; S. BELLINI. - In: REVUE FRANÇAISE DU MARKETING. - ISSN 0035-3051. - 203(2005), pp. 69-81.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11381/1652877
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