The Customer Loyalty Solution

By:

Arthur Hughes

Format:

Paperback / softback

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Description

For many businesspeople, the highly touted database marketing initiatives of the past decade have revitalized marketing programs and even entire firms. For others, however, they have brought little more than wrong turns and false hopes. Why were some initiatives so effective, while others were so, so wrong?In The Customer Loyalty Solution, database marketing pioneer Arthur Hughes reports that the problem wasn't in the programs, but generally in the antiquated technologies and thinking used to drive those programs. He combines current research with case studies from leading companies such as FedEx, StrideRite, Cendant, and Cingular to reveal how marketers can benchmark market-proven programs to successfully: -- Track customer activity -- Build enduring loyalty programs -- Treat customer communication as a profit center

Release date NZ

February 20th, 2003

Author

Arthur Hughes

Audience

General (US: Trade)

Pages

388

Dimensions

152x229x20

ISBN-13

9780071589604

Product ID

3201073

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