Internet marketing, database marketing, one-to-one marketing, marketing relazionale, web
marketing, e-mail marketing: negli ultimi vent'anni studiosi, imprenditori, managers e studenti …

… Cristina Ziliani (Department of Economics and Management, University of Parma, Parma,
Italy) … Salvietti, G., Ziliani, C., Teller, C., Ieva, M. and Ranfagni, S. (2022), "Omnichannel …

Purpose The purpose of this paper is to identify the patterns of customer exposure to touchpoints
by segmenting consumers based on the frequency of their exposure, and to understand …

Purpose The explosion in the number of touchpoints is putting pressure on companies to
design omnichannel customer experiences aimed at achieving long-term customer loyalty. The …

Loyalty cards are commonplace in European retailing; few retailers, however, are leveraging
customer information to become more customer-oriented. The paper addresses the current …

This study aims to understand customer patterns of channel usage to voice complaints to
multichannel retailers. Data were collected from multichannel shoppers for apparel in Spain by …

… Cristina Ziliani, PhD, is an Associate Professor of Marketing at the University of Parma,
Italy. … Cristina Ziliani is the corresponding author and can be contacted at: cristina.ziliani@unipr.it …

Promotion Revolution è un libro molto attuale, perché tratta di una leva che sta assumendo
un ruolo sempre più strategico. Il libro prospetta che le Promozioni, da strumento di puro …

… Last, but not least, brands have adopted successful online LPs and they have also
recently launched subscription-based programs for the direct replenishment of frequently …

This paper contributes to the service marketing literature with a focus on deal-of-the-day (DoD)
website shopping. The work explores drivers of adoption of DoD shopping among young …