CUSTOMER LOYALTY SOLUTION

MIDDLETON A.

wydawnictwo: MCGRAW-HILL , rok wydania 2003, wydanie I

cena netto: ~~185.00~~ Twoja cena 175,75 zł + 5% vat - dodaj do koszyka

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.

360 pages

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