The Customer Loyalty Solution: What Works (and What Doesn't) in Customer Loyalty Programs
- 6h 4m
- Arthur Middleton Hughes
- McGraw-Hill
- 2003
Database marketing is today’s most powerful tool for designing cost-effective, resource-efficient marketing and operations programs. The Customer Loyalty Solution cuts through theory and guesswork to examine how leading marketers from Lands’ End to IBM are using today’s new breed of database marketing tools to compute lifetime value, cut costs in every area, and make databases easier to access and utilize from anywhere on the globe.
About the Author
Arthur Middleton Hughes is vice president for business development of the CSC Advanced Database Solutions, which builds and maintains databases for major U.S. corporations. A pioneer in the use of databases to reach customers and impact their decision making, Hughes wrote the classic marketer guidebooks Strategic Database Marketing and The Complete Database Marketer.
In this Book
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The Customer Loyalty Solution—What Works (and What Doesn’t) in Customer Loyalty Programs
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Introduction to Database Marketing
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How Database Marketing Works
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The Mirage of CRM
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Selling on the Web
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Computing Lifetime Value
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The Value of a Name
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The Power of Communications
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Customer Response
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Marketing to Customer Segments
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Helping Business Customers to Become Profitable
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Customer Management
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Letting Them Come behind the Counter
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Can Database Marketing Work for Catalogers?
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Finding Loyal Customers
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Profile Marketing
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A Farewell to the Reader
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Answers to Quizzes
