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The Customer Loyalty Solution

What Works and What Doesn't in Customer Loyalty Programs

By (author) Arthur M. Hughes
Format: Hardback
Publisher: McGraw-Hill Education - Europe, New York, United States
Imprint: McGraw-Hill Inc.,US
Published: 1st Apr 2003
Dimensions: w 161mm h 229mm d 34mm
Weight: 720g
ISBN-10: 0071363661
ISBN-13: 9780071363662
Barcode No: 9780071363662
Synopsis
To be successful, database marketers have to think like customers. They have to dream up strategies they think will work, test them, come up more new ideas, and test them again. Arthur Hughes, a leading expert in database marketing, shows readers how to accomplish those goals. He shows them how to get out of the vicious circle of building new loyalty programs, instead showing them how to build enduring loyalty programs using incrementalism. In this guide, readers will learn: - Why giving customers a choice in a direct offer always reduces response - Why you shouldn't market to Gold customers - What you can do to increase retention rates This in-depth guide, loaded with case studies from leading companies including UPS, ebay, American Airlines, and Land's End, shows managers and executives how to deal with the new issues that typify the Internet era.

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