Customer loyalty is a subject of enduring importance to the study and practice of marketing. It is foundational to value creation by a wide and growing range of enterprises. This course will provide a comprehensive framework for conceptualizing customer loyalty, a structured approach to the development of customer loyalty strategies and practical guidance for the development and execution of customer loyalty programs and marketing activities. Subjects to be covered include: definitions of customer loyalty, metrics and performance measurement, drivers of customer loyalty, differentiated customer recognition and the design of customer loyalty programs. Additionally, this course will explore new models for customer loyalty in the digital era.
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