loyalty
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Why most brands fail at building true loyalty
Loyalty programmes and actual loyalty are two different things. Rapp’s strategy director comes in with suggestions on how to create actual customer loyalty beyond buy-one-get-one-free schemes.
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How brands can grow omnichannel loyalty in a sophisticated online marketplace
The customer loyalty and engagement industry has seen significant evolutions in recent years.
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Marriott Bonvoy hits the mark in China with its creative and catchy marketing campaigns
Localisation has proven to be a key factor to succeed in the Chinese market. In this article, we look at Marriott Bonvoy's success story behind its creative, catchy and localised marketing campaigns.
Marriott International staggers global campaign release in APAC
How Marriott's regional CMO is adjusting campaign rollout plans to coincide with the reality of uneven post-pandemic revival.
The road to reality: A treatise about marketing delusions
THE AD CONTRARIAN: We spend 100% of our marketing energy and dollars on the largely ineffectual exercise of trying to control consumer behaviour, and 0% of our resources trying to cope with the realities of consumer behaviour.
Six takeaways from Forrester's predictions for CMOs in 2021
In a time of intense flux, sweeping changes could affect everything from purpose to customer loyalty and cause an existential crisis for CMOs.
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