Chapter A Loyalty Program in the Area of Digital Transformation Based on the Example of the Costa Coffee Brand
The widespread digital transformation resulting from the influence of three megatrends - globalization, dynamic development of technology and the new consumer on the market, has forced companies to adapt to new market conditions. The consumer, who is the last link in the chain, focusing only on cons...
Salvato in:
| Autori principali: | , |
|---|---|
| Natura: | Online |
| Lingua: | inglese |
| Pubblicazione: |
Wydawnictwo Uniwersytetu Łódzkiego
2025
|
| Soggetti: | |
| Accesso online: | ONIX_20250307_9788382208436_1504 |
| Tags: |
Nessun Tag, puoi essere il primo ad aggiungerne!!
|
| _version_ | 1869516164178116608 |
|---|---|
| author | Gwiaździński, Emilian Wadlewski, Aron-Axel |
| author_browse | Gwiaździński, Emilian Wadlewski, Aron-Axel |
| author_facet | Gwiaździński, Emilian Wadlewski, Aron-Axel |
| author_sort | Gwiaździński, Emilian |
| collection | Directory of Open Access Books |
| description | The widespread digital transformation resulting from the influence of three megatrends - globalization, dynamic development of technology and the new consumer on the market, has forced companies to adapt to new market conditions. The consumer, who is the last link in the chain, focusing only on consumption, is now the co-creator of the market offer. He is more sensitive to marketing messages using modern tools such as mobile devices, among others. This study presents the process of adaptation of the Costa Coffee brand to the new market environment on the example of its loyalty program. |
| format | Online |
| id | doab-20.500.12854ir-155854 |
| institution | Directory of Open Access Books |
| language | eng |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Wydawnictwo Uniwersytetu Łódzkiego |
| publisherStr | Wydawnictwo Uniwersytetu Łódzkiego |
| record_format | ojs |
| spelling | doab-20.500.12854ir-1558542025-03-07T14:41:08Z Chapter A Loyalty Program in the Area of Digital Transformation Based on the Example of the Costa Coffee Brand Gwiaździński, Emilian Wadlewski, Aron-Axel Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image The widespread digital transformation resulting from the influence of three megatrends - globalization, dynamic development of technology and the new consumer on the market, has forced companies to adapt to new market conditions. The consumer, who is the last link in the chain, focusing only on consumption, is now the co-creator of the market offer. He is more sensitive to marketing messages using modern tools such as mobile devices, among others. This study presents the process of adaptation of the Costa Coffee brand to the new market environment on the example of its loyalty program. 2025-03-07T14:41:06Z 2025-03-07T14:41:06Z 2022 chapter ONIX_20250307_9788382208436_1504 9788382208436 9788382208429 https://directory.doabooks.org/handle/20.500.12854/155854 eng image/jpeg Attribution-NonCommercial-NoDerivatives 4.0 International https://www.press.uni.lodz.pl/index.php/wul/catalog/book/793 Wydawnictwo Uniwersytetu Łódzkiego 10.18778/8220-842-9.04 10.18778/8220-842-9.04 83bfe9c9-323d-4283-b087-d859fd9af314 9788382208436 9788382208429 27-38 open access |
| spellingShingle | Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image Gwiaździński, Emilian Wadlewski, Aron-Axel Chapter A Loyalty Program in the Area of Digital Transformation Based on the Example of the Costa Coffee Brand |
| title | Chapter A Loyalty Program in the Area of Digital Transformation Based on the Example of the Costa Coffee Brand |
| title_full | Chapter A Loyalty Program in the Area of Digital Transformation Based on the Example of the Costa Coffee Brand |
| title_fullStr | Chapter A Loyalty Program in the Area of Digital Transformation Based on the Example of the Costa Coffee Brand |
| title_full_unstemmed | Chapter A Loyalty Program in the Area of Digital Transformation Based on the Example of the Costa Coffee Brand |
| title_short | Chapter A Loyalty Program in the Area of Digital Transformation Based on the Example of the Costa Coffee Brand |
| title_sort | chapter a loyalty program in the area of digital transformation based on the example of the costa coffee brand |
| topic | Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image |
| topic_facet | Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image |
| url | ONIX_20250307_9788382208436_1504 |
| work_keys_str_mv | AT gwiazdzinskiemilian chapteraloyaltyprogramintheareaofdigitaltransformationbasedontheexampleofthecostacoffeebrand AT wadlewskiaronaxel chapteraloyaltyprogramintheareaofdigitaltransformationbasedontheexampleofthecostacoffeebrand |