Purpose – This paper seeks to encourage loyalty marketers to embrace cause‐related marketing. Design/methodology/approach – The paper explores companies which have used or are using cause‐related marketing, from McDonald's 1984‐established Ronald McDonald House to the newer LIVESTRONG...

Purpose – The aim of this paper is to examine the current and future outlook of smartphones and how they will transform the loyalty marketing landscape. Design/methodology/approach – The approoach takes the form of tapping big‐name companies, like Nielsen, Ogilvy and Wells Fargo, to...

Purpose – The purpose of this paper is to explore how loyalty marketers are inspiring and incentivizing consumers to stay healthy in the wake of sky‐rocketing health care costs and a new US health care bill. Design/methodology/approach – The paper's approach is to tap into well‐known...