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The Customer Loyalty Solution - Arthur Middleton Hughes
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How Today's Marketing Leaders Have Bypassed the "Experts" to Craft Effective, Inexpensive Customer Loyalty Programs Database marketing is today's most powerful tool for designing cost-effective, resource-efficient marketing and operations programs. The Customer Loyalty Solution cuts through theory and guesswork to examine how leading marketers from Land's End to IBM are using today's new breed of database marketing tools to compute lifetime value, cut costs in every area, and make databases easier to access and utilize from anywhere on the globe. Praise for The Customer Loyalty Solution: "The Customer Loyalty Solution combines the best of traditional practice with contemporary market factors in terms that inspire and cut across industries. Straightforward enough for the upcoming 1-1 marketer as well as a great catch-up for the seasoned practitioner."--Joe Rapolla, VP, Consumer Marketing Services, Universal Music Group/CLO "Delivers practical solutions instead of hyperbole and theory. Hughes makes this book fun to read, and he gets his point across--clearly."--Robert McKim, CEO, msdbm "Well written and easy to understand. Hughes imparts his wisdom to set realistic expectations and provides case studies adding real-world application."--J.C. Johnson, VP, Database Marketing, Fairfield Resorts "Hughes distills the jargon and complexity of database marketing into a refreshingly straightforward and practical guide. The Customer Loyalty Solution should be required reading for anyone serious about making database marketing work."--Jonathan Huth, VP, Relationship Database Marketing, Scotiabank New technologies like the Web have brought unprecedented change to database marketing. But some things never change. Successful marketers have learned that to understand their customers they must still think like their customers, who continue to ignore one-time discounts to ask, "Why would I want to be that company's customer? What's in it for me?" The Customer Loyalty Solution goes straight to the source, revealing how marketers today are leveraging their database marketing programs to identify and attract the most profitable new customers, increase current customer retention and repurchase, and identify and reward their most loyal and profitable customers. More than 40 detailed case studies and dozens of examples reveal success stories including Verizon's "best in class" datamart that realized a 1681 percent return on marketing investment Isuzu's database project that targeted only their best prospects--and cut industry-standard per-unit sales costs in half Weekly Standard's variable headline strategy that increased direct mail response rates by nearly 25 percent Author and database marketing pioneer Arthur Hughes doesn't hide behind incomprehensible formulas and impossible-to-navigate layouts. Each easy-to-follow chapter clearly addresses and explains a different piece of the database-marketing puzzle. Case studies are clearly marked and detail what went right--or 9780071363662,9780071429047,0071363661,0071429042 Other pricing structure might be available at vitalsource.com., McGraw-Hill Professional

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How Today's Marketing Leaders Have Bypassed the "Experts" to Craft Effective, Inexpensive Customer Loyalty Programs Database marketing is today's most powerful tool for designing cost-effective, resource-efficient marketing and operations programs. The Customer Loyalty Solution cuts through theory and guesswork to examine how leading marketers from Land's End to IBM are using today's new breed of database marketing tools to compute lifetime value, cut costs in every area, and make databases eas How Today's Marketing Leaders Have Bypassed the "Experts" to Craft Effective, Inexpensive Customer Loyalty Programs Database marketing is today's most powerful tool for designing cost-effective, resource-efficient marketing and operations programs. The Customer Loyalty Solution cuts through theory and guesswork to examine how leading marketers from Land's End to IBM are using today's new breed of database marketing tools to compute lifetime value, cut costs in every area, and make databases easier to access and utilize from anywhere on the globe. Praise for The Customer Loyalty Solution: "The Customer Loyalty Solution combines the best of traditional practice with contemporary market factors in terms that inspire and cut across industries. Straightforward enough for the upcoming 1-1 marketer as well as a great catch-up for the seasoned practitioner."-Joe Rapolla, VP, Consumer Marketing Services, Universal Music Group/CLO "Delivers practical solutions instead of hyperbole and theory. Hughes makes this book fun to read, and he gets his point across-clearly."-Robert McKim, CEO, msdbm "Well written and easy to understand. Hughes imparts his wisdom to set realistic expectations and provides case studies adding real-world application."-J.C. Johnson, VP, Database Marketing, Fairfield Resorts "Hughes distills the jargon and complexity of database marketing into a refreshingly straightforward and practical guide. The Customer Loyalty Solution should be required reading for anyone serious about making database marketing work."-Jonathan Huth, VP, Relationship Database Marketing, Scotiabank New technologies like the Web have brought unprecedented change to database marketing. But some things never change. Successful marketers have learned that to understand their customers they must still think like their customers, who continue to ignore one-time discounts to ask, "Why would I want to be that company's customer? What's in it for me?" The Customer Loyalty Solution Marketing & Sales, Business & Finance, The Customer Loyalty Solution~~ Hughes, Arthur~~Marketing & Sales~~Business & Finance~~9780071429047, en, The Customer Loyalty Solution, Hughes, Arthur, 9780071429047, McGraw-Hill Education, 03/01/2003, , , , McGraw-Hill Education, 03/01/2003

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To be successful, database marketers have to think like customers. They have to dream up strategies theythink will work, test them, come up more new ideas, and test them again. Arthur Hughes, a leading expertin database marketing, shows readers how to accomplish those goals. He shows them how to get out of thevicious circle of building new loyalty programs, instead showing them how to build enduring loyaltyprograms using incrementalism. In this guide, readers will learn:Why giving customers a choice in a direct offer always reduces responseWhy you shouldn’t market to Gold customersWhat you can do to increase retention ratesThis in-depth guide, loaded with case studies from leading companies including UPS, ebay, AmericanAirlines, and Land’s End, shows managers and executives how to deal with the new issues that typify theInternet era. EBooks Books ~~ Business & Economics~~ Marketing ~~ General The-Customer-Loyalty-Solution~~Arthur-Middleton-Hughes McGraw-Hill Education

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What Works (And What Doesn´t) In Customer Loyalty Programs, What Works (And What Doesn´t) In Customer Loyalty Programs, [KW: WIRTSCHAFT,ALLGEMEINES LEXIKA ,BUSINESS ,SALES MARKETING ,CUSTOMER SERVICES] WIRTSCHAFT,ALLGEMEINES LEXIKA ,BUSINESS ,SALES MARKETING ,CUSTOMER SERVICES, [PU: McGraw Hill]

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[KW: PDF ,BUSINESS ECONOMICS , CUSTOMER SERVICE ,BUSINESS , ECONOMICS , FINANCE ,BUSINESS ECONOMICS E-COMMERCE - INTERNET MARKETING] <-> <-> PDF ,BUSINESS ECONOMICS , CUSTOMER SERVICE ,BUSINESS , ECONOMICS , FINANCE ,BUSINESS ECONOMICS E-COMMERCE - INTERNET MARKETING

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EAN (ISBN-13): 9780071429047
Erscheinungsjahr: 3
Herausgeber: McGraw-Hill Education

Buch in der Datenbank seit 19.10.2009 09:05:35
Buch zuletzt gefunden am 15.10.2017 19:30:21
ISBN/EAN: 9780071429047

ISBN - alternative Schreibweisen:
978-0-07-142904-7


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