The customer loyalty solution : what works (and what doesn't) in customer loyalty programs / Arthur Middleton Hughes
Imprint
New York : McGraw-Hill, c2003
Descript
xix, 364 p. : ill. ; 24 cm
CONTENT
How database marketing works -- Mirage of crm -- Selling on the web -- Computing lifetlme value -- Value of a name -- Power of communications -- Customer response -- Marketing to customer segments -- Helping business customers to become profitable -- Customer management -- Letting them come behind the counter -- Can database marketing work for catalogers? -- Finding loyal customers -- Profile marketing -- Farewell to the reader