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The Customer Loyalty Solution - Arthur Middleton Hughes
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Title
The Customer Loyalty Solution
The Customer Loyalty Solution
Author
Arthur Middleton Hughes
Arthur Middleton Hughes
format
Paperback
Paperback
Publisher
McGraw-Hill
McGraw-Hill
Language
English
English
UK Publication Date
20030220
20030220
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
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