Identifying the True Revolution in Loyalty Programmes Thinking: B2B Channel Marketing Adoption and Digital Opportunities

Conference paper

Marjan, A., Graham, C. and Tajvidi, R. (2023). Identifying the True Revolution in Loyalty Programmes Thinking: B2B Channel Marketing Adoption and Digital Opportunities. Academy of Marketing Conference 2023. University of Birmingham 04 - 06 Jul 2023 AoM.
AuthorsMarjan, A., Graham, C. and Tajvidi, R.
TypeConference paper
Abstract

This study identifies a paradigm shift in loyalty programme thinking and the additional benefits they may provide due to technological advancements, particularly in B2B marketing. Pull strategies like this are typical in consumer markets, but in supply chains, push tactics are usually deployed to promote brands and manage channel relationships. Data transparency and channel power from digital channel loyalty programmes have made them viable for manufacturers. We aim to identify these opportunities in detail.

KeywordsDigital loyalty programmes; B2B; Channel marketing
Year2023
PublisherAoM
Web address (URL)https://academyofmarketing.org/am2023-conference/
Accepted author manuscript
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Open
Publication dates
Print04 Jul 2023
Publication process dates
Accepted27 Mar 2023
Deposited04 Sep 2023
Web address (URL) of conference proceedingshttps://academyofmarketing.org/conference-proceedings/
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https://openresearch.lsbu.ac.uk/item/938y7

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AM Conference Paper_2023.pdf
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File access level: Open

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