Digital Marketing : Leveraging Digital Touchpoints, Big Data, and AI to Boost Shopper Trust.

Format:

Book

Author/Creator:

Castaldo, Sandro.

Language:

English

Subjects (All):

Customer loyalty.

Internet marketing.

Physical Description:

1 online resource (187 pages)

Edition:

1st ed.

Place of Publication:

Chicago : Bocconi University Press, 2026.

Summary:

In the midst of a digital revolution that is redrawing the boundaries between consumers and businesses, loyalty is emerging as an increasingly complex strategic challenge.This volume explores the new frontiers of customer loyalty, where technology, data, and human relationships intertwine within a constantly evolving ecosystem.

Contents:

Cover

Description

Biography

Title

Copyright

Table of Contents

Preface. Fabrizio Losa and Chiara Landini, TCC

CHAPTER 1. OMNICHANNEL MARKETING: THE CLIENT IS AT THE HEART OF DISTRIBUTION. Sandro Castaldo and Monica Grosso

CHAPTER 2. THE GREAT TRANSFORMATION OF RETAIL IN A FRAGILE SCENARIO. Emanuele Acconciamessa and Sandro Castaldo

CHAPTER 3. DIGITAL TOUCHPOINTS FOR LOYALTY BUILDING. Alice Mantovani, Andrea Ciacci, and Generoso Branca

CHAPTER 4. THE ENABLING FACTORS OF LOYALTY IN DIGITAL CONTEXTS. Alice Mantovani, Andrea Ciacci, and Generoso Branca

CHAPTER 5. QUALITATIVE ANALYSIS OF LOYALTY AND TRUST IN THE CONTEXT OF DIGITAL TRANSFORMATION: METHODOLOGICAL PROFILES. Lara Penco and Ginevra Testa

CHAPTER 6. LOYALTY IN THE CONTEXT OF DIGITAL TRANSFORMATION: PERSPECTIVES AND EVOLUTIONARY TRENDS EMERGING FROM INFORMANTS. Lara Penco and Ginevra Testa

CHAPTER 7. THE STRATEGIC ADDED VALUE OF DIGITAL IN LOYALTY MANAGEMENT AN OVERVIEW OF NOTEWORTHY CASES. Antonella Pirro Ruggiero

CHAPTER 8. DIGITAL AND LOYALTY: NEW CAMPAIGNS FOR CURRENT SHOPPERS AND RETAILERS. Generoso Branca, Andrea Ciacci, Damien Katris and Alexandro Ezan

CHAPTER 9. CONCLUSIONS AND MANAGERIAL IMPLICATIONS. Emanuele Acconciamessa, Generoso Branca, Sandro Castaldo, Andrea Ciacci, Monica Grosso, Alice Mantovani, Lara Penco, Antonella Pirro Ruggiero and Ginevra Testa

REFERENCES

AUTHORS.

Notes:

Description based on publisher supplied metadata and other sources.

Part of the metadata in this record was created by AI, based on the text of the resource.

ISBN:

9791281627840

OCLC:

1601228519