Основан в 1907 году
в России и за рубежом
The authors of this monograph would like to dedicate this book to the 110th anniversary of the Plekhanov Russian university of economics, which will take place in February 19th, 2017.
This works was done by the researchers (faculty members) of the Department of Marketing, Department of entrepreneurship and logistics, and the Department of Foreign languages # 1 of the Plekhanov Russian university of economics, located in Moscow, Russian Federation. This work was the results of the academic applied research, which was done on the order of one of the largest oil company, participant of the coalition loyalty program, operated in Russia since the 2006.
The researchers collected information about the concept of loyalty and concept of customer value, they have conducted a very deep comparative analysis of the existing loyalty programs in Russia and abroad in the historical aspects, and discovered some similarities and differences in them, which was the basic of the classification of the loyalty programs, offered by the cross-functional team of the researchers.
The monograph also contains the analysis of the methods of evaluation of effects and effectiveness of the different loyalty programs and impact of the operations of loyalty programs on the company's business. We discovered the two effects – SHIFT and LIFT, and did simultaneous analysis of these effects with some statistics of the gasoline production and consumption in Russia, and also how number of participants of coalition loyalty programs impact on the effectiveness of its operations.
All chapters of this book contains full of examples of different types of the loyalty programs, which are operated in Russia and abroad.
The list of references contains 174 items both in Russian and English.