Purpose – This paper seeks to examine three evolutionary trends that are pushing the boundaries of loyalty marketing in 2006 and beyond. These trends incorporate the power of networks, the power of data, and the power of convergence. Design/methodology/approach – The paper thoroughly...

Purpose – The purpose of this paper is to examine how consumer packaged goods (CPG) companies are harnessing the power of loyalty marketing to improve their sales and branding effectiveness. Design/methodology/approach – The paper cites examples of CPG loyalty efforts from Procter & Gamble,...

Purpose – The purpose of this paper is to examine the effectiveness of retail private‐label credit cards in a crowded marketplace. It offers ideas, citing examples from successful retailers, for improving the effectiveness of credit cards as a loyalty tool. Design/methodology/approach –...

Purpose – The purpose of this paper is to study examples of emerging marketing trends like word‐of‐mouth and viral marketing, and attempt to determine their measurability in terms of return on investment (ROI). Design/methodology/approach – The study examines real life campaigns from...

Purpose – The purpose of this paper is to present an up‐to‐date examination of the telecommunications industry and attempt to discover how some of the major players are engaging their customers while trying to constantly diversify their service offerings. Design/methodology/approach –...