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2022 | OriginalPaper | Chapter

Digital Technologies for Planning Marketing Tools for Managing Customer Loyalty

Author : O. V. Yudakova

Published in: Digital Technologies in the New Socio-Economic Reality

Publisher: Springer International Publishing

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Abstract

The systematization of various types of marketing loyalty of consumers is carried out. This allows you to plan marketing tools that contribute to the management of complex customer loyalty of organizations. The use of marketing tools to manage the loyalty of the customer base allows you to turn casual and one-time customers into permanent adherents-consumers to the brand and to the company as a whole. Particularly attentive to loyalty management should be those companies that provide various types of services in the market that are difficult to standardize. The introduction of digital technologies for loyalty programs in enterprises is a really profitable, justified and justified step that contributes to increasing and stabilizing the company's own profit.

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previous chapter Digital Marketing Transformation: Trends and Realities
next chapter Comprehensive Assessment of Enterprise's Economic Security System in the Digital Economy Conditions
Literature
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Sosunova, L.A., Astafieva, N.V., Yudakova, O.V, Petrova, N.E.: Problems of integrated logistics planning in the supply chain. In: Mantulenko, V. (ed.) Proceedings of the 17th International Scientific Conference “Problems of Enterprise Development: Theory and Practice”. SHS Web of Conferences, vol. 62(07001). Les Ulis, EDP Science (2019)
Metadata
Title
Digital Technologies for Planning Marketing Tools for Managing Customer Loyalty
Author
O. V. Yudakova
Copyright Year
2022
Book
Digital Technologies in the New Socio-Economic Reality

Print ISBN: 978-3-030-83174-5

Electronic ISBN: 978-3-030-83175-2

Copyright Year: 2022

DOI
https://doi.org/10.1007/978-3-030-83175-2_63

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