The customer loyalty solution : what works (and what doesn't) in customer loyalty programs /
Hughes, Arthur Middleton,
The customer loyalty solution : what works (and what doesn't) in customer loyalty programs / Arthur Middleton Hughes. - xix, 364 pages : illustrations ; 24 cm
Includes index.
Introduction to Database Marketing -- How Database Marketing Works -- The Mirage of CRM -- Selling on the Web -- Computing Lifetime Value -- The Value of a Name -- The Power of Communications -- Customer Response -- Marketing to Customer Segments -- Helping Business Customers to Become Profitable -- Customer Management -- Letting them Come Behind the Counter -- Can Database Marketing Work for Catalogers? -- Finding Loyal Customers -- Profile Marketing -- A Farewell to the Reader -- How to Keep Up with Database Marketing. Ch. 1. Ch. 2. Ch. 3. Ch. 4. Ch. 5. Ch. 6. Ch. 7. Ch. 8. Ch. 9. Ch. 10. Ch. 11. Ch. 12. Ch. 13. Ch. 14. Ch. 15. App.
"The Customer Loyalty Solution reveals how database marketing and customer relationship management initiatives are making a difference, today, for the world's leading marketers. It provides you with step-by-step techniques for bechmarking their efforts to develop intelligent strategies of your own, understanding how and why they work, and monitoring their results to continually adjust and modify for changing market conditions. The result will be far stronger customer loyalty, more consistent repeat sales, and a database-marketing program that is enjoyable and successful - for both you and your most profitable customers."--BOOK JACKET.
0071363661 9780071363662
2002011493
Database marketing
Customer loyalty programs
HF5415.126 / .H8423 2003
658.84
The customer loyalty solution : what works (and what doesn't) in customer loyalty programs / Arthur Middleton Hughes. - xix, 364 pages : illustrations ; 24 cm
Includes index.
Introduction to Database Marketing -- How Database Marketing Works -- The Mirage of CRM -- Selling on the Web -- Computing Lifetime Value -- The Value of a Name -- The Power of Communications -- Customer Response -- Marketing to Customer Segments -- Helping Business Customers to Become Profitable -- Customer Management -- Letting them Come Behind the Counter -- Can Database Marketing Work for Catalogers? -- Finding Loyal Customers -- Profile Marketing -- A Farewell to the Reader -- How to Keep Up with Database Marketing. Ch. 1. Ch. 2. Ch. 3. Ch. 4. Ch. 5. Ch. 6. Ch. 7. Ch. 8. Ch. 9. Ch. 10. Ch. 11. Ch. 12. Ch. 13. Ch. 14. Ch. 15. App.
"The Customer Loyalty Solution reveals how database marketing and customer relationship management initiatives are making a difference, today, for the world's leading marketers. It provides you with step-by-step techniques for bechmarking their efforts to develop intelligent strategies of your own, understanding how and why they work, and monitoring their results to continually adjust and modify for changing market conditions. The result will be far stronger customer loyalty, more consistent repeat sales, and a database-marketing program that is enjoyable and successful - for both you and your most profitable customers."--BOOK JACKET.
0071363661 9780071363662
2002011493
Database marketing
Customer loyalty programs
HF5415.126 / .H8423 2003
658.84