Customer Relationship Management in the New Era of Internet Marketing
Loyalty.com outlines what the new Internet technology means for marketers in every field and provides specific, easy-to-Implement techniques to create and implement cost-effective and results-driven CRM (Customer Relationship Management) strategies. Filled with hands-on explanations of sophisticated customer analysis and relationship-building techniques that exploit up-to-the-minute technological advances, it shows you how to give customers what they want they want to buy as opposed to what you to sell them--and win customer share as opposed to market share. As part of the Editor's Choice Series, SAS Publishing offers this book as a professional reference for SAS users. This title addresses concepts related to SAS programming, but it is not specific to SAS and does not include SAS examples.
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Companies of all kinds are offering discounts and specials under the guise of loyalty programmes, trying to obtain more and more data for their databases on customers. They are learning, however, that whatever programmes they develop to express customer care must be meaningful to the individual consumer. The real lesson, according to Newell, is that customer loyalty can't be bought, especially in the virtual world. This guide explains sophisticated customer analysis and relationship-building techniques and tools, and includes case histories from various industries of how to apply the principles of CRM, with particular emphasis on the internet. (Kirkus UK)