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Topic Key reading on the development of loyalty-based marketing strategies

Case Study

The Economist, the business magazine, optimised its face-to-face subscription sales in the UK by shocking people with PR activities based on the magazine's own articles.

Article

This article examines how companies need to restructure themselves in order to market more effectively in the digital age.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

Research Paper

Giving free game items to mobile users through in-app reward advertisements could generate a sampling effect and increase the probability of users making in-app purchases.

Research Paper

The study described here develops a perceived value model, from the alumni's perspective, to determine the sources of economic value universities must focus on to enhance satisfaction, organisational image and identification.

Research Paper

This paper explains how Itaú Unibanco, Brazil's largest private bank, changed its life insurance products to focus on benefits in life, rather than after death.

Case Study

This case study explores how Kimberly-Clark Professional*, business vertical of personal care brand Kimberly-Clark, grew revenue of its products in North America and Asia Pacific through a campaign encouraging Building Managers to leverage restrooms to build tenant preference.

Article

This article argues that marketers must use customer journey mapping to achieve more than just smoothing the path to purchase; it should also be an opportunity to disrupt and influence.

Case Study

This case study looks at how Woolworths Rewards, an Australian retailer rewards scheme, turned negative customer sentiment into a program with satisfied members through an email personalisation campaign.

Article

This article provides insights into consumers' current usage of voice technology and practical steps for marketers who want to take advantage of this growing trend.

Article

This report provides an overview of the global beauty and personal care industry, including the performance of categories, key trends driving the market and opportunities for growth.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Article

This article features interviews with the shortlisted candidates for the Marketing Leader of the Year 2017 award, from brands such as Nationwide, M&S, Just Eat and more.

Case Study

This case study shows how Amigo, an instant coffee brand, made use of its tradition as a strong energising coffee to increase sales and market share in Romania.

Case Study

This case study shows how Fitness First, a health club brand, used data segmentation to identify its core UK audience and provide a more tailored service.

Case Study

This case study shows how Office Depot OfficeMax, an office supplies and technology brand, used 'The Co-Worker Collection' campaign, in the US, to transform the tradition of office gifting by bringing in new customers.

Research Paper

This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing.

Research Paper

This paper measures how the impact of positive and negative word of mouth (PWOM, NWOM) is related to the receiver’s intention to purchase brands, using shift in the intention to purchase as the measure of impact.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Article

This article examines what has changed in the car industry as the advent of leasing and renting deals has made consumers less attached to their cars, and technology has shifted focus from mechanics to in-car experiences.

Article

This article advises companies on how to adapt to the upcoming changes that will occur with the implementation of General Data Protection Regulations (GDPR) in the European Union.

Case Study

This case study describes how US wireless service provider AT&T used Facebook Live to create a real-time event with Santa Claus to encourage customers to sign up to its loyalty programme AT&T THANKS.

Article

This article explores the rise of the "Independent Republic of the Supply Chain", a demographic of people that constitutes a mobile workforce not tied to any single country.

Article

This article explores how marketers should approach the challenge of pricing in 2017, as the weak pound begins to affect costs.

Article

The article explores how Woolworths, one of Australia's biggest grocery retails, successfully relaunched its loyalty scheme with a personalisation focus after the company was forced to abandon an unpopular change.
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