The Customer Loyalty Solution - Tapa dura

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.

Arthur Hughes is Executive Vice President of ACS, Inc., a database marketing company in Reston, Virginia. He has been designing and maintaining marketing databases for Fortune 500 companies and others for more than a dozen years. He has taught economics at the University of Maryland for 32 years, and lectures in the U.S., Canada, Europe, Latin America, and Asia on marketing. He is a frequent contributor to various publications including Direct, DM News, Target Marketing, Marketing Tools, Direct Marketing and The Internatioanl Journal of Database Marketing. He lectures at more than two dozen marketing conferences yearly in the U.S., Canada, Japan, Australia, Brazil, Malaysia, and Portugal. He was a key developer of RFM for Windows, a software product for advanced marketing to customers.