E&M
2025/1
Contents

Editorial
Focus. Leveraging Loyalty to Create Value
The Strategic Power of Customer Relationships: Leveraging Loyalty to Create Value
Going Beyond Discounts: Loyalty Trends in Italian Retail
Analyzing the Concept of Loyalty: A Four-Dimensional Relationship with the Brand
Short- and Long-Term Metrics: Key Loyalty Indicators That Truly Matter
Visual readings
Science
Replace, Add, Augment: A Possible Classification Framework for AI Marketing
The Distribution of Corporate Profits: Factors of Inequality Among Italian Firms
Themes
Carried Interest: Balancing Incentives and Taxation
Corporate & Investment Banking: Perceptions of GenZ and Millennials
Short- and Long-Term Metrics: Key Loyalty Indicators That Truly Matter
An analysis of a sample of informants reveals different practices for measuring loyalty, particularly the KPIs used by retailers and manufacturers. While recognizing the importance of achieving long-term loyalty, still very common are short-term KPIs tied to specific initiatives, such as incremental sales, average receipt, and visit frequency. To come up with an effective loyalty measurement, it’s essential to integrate parameters from these two different time horizons. What’s more, companies are now recognizing that loyalty can no longer be quantified solely in transactional terms, but must also include relational and behavioral aspects, marking a major shift in loyalty strategies.