Cristina Ziliani is professor of marketing at the University of Parma, Italy. She lectures on loyalty management at leading universities and business events around the world, including Japan, USA, UK, France, Spain and Thailand. She is also the scientific director of the Osservatorio Fedeltà UniPR (Loyalty Observatory).

Marco Ieva is a postdoctoral research fellow in marketing at the University of Parma, Italy, where he lectures in customer relationship management and customer analytics. He is also a senior researcher at the Osservatorio Fedeltà UniPR (Loyalty Observatory).

1. Loyalty and Marketing 2. The Evolution of Loyalty Management 3. Making Channel Partners Loyal 4. The Impact of Big Data and Artificial Intelligence 5. What We Know About Loyalty Programmes 6. Managing Experience to Foster Customer Loyalty 7. Using Customer Insight in Retail Management 8. Loyalty in the Omnichannel Environment 9. Getting Loyalty Right: Barilla and Starbucks 10. Future Challenges