<em>Making the point. The challenge of loyalty program effectiveness measurement</em> - This piece of work is part of a wider reflection on the development of a loyalty marketing orientation among Italian companies: in such context, we decided to investigate marketing managers’ perceptions of loyalty...

<i> L’approccio customer-focused alla misura dell’efficacia della promozione al consumo </i> (di Cristina Ziliani) - ABSTRACT: This paper is concerned with the proposal for a new approach to measuring the effectiveness of consumer promotions, enabled by individual customer information collected via...

This work is concerned with the proposal of a segmentation approach to the retail company customer base founded on behavioural variables collected via loyalty cards. Based on two company databases, for a total of 278.000 individual customer profiles, the resulting analyses and Map are limited in...