Table of Contents


the customer loyalty solution: what works (and what doesn't) in customer loyalty programs
The Customer Loyalty Solution: What Works (and What Doesn't) in Customer Loyalty Programs
by Arthur Middleton Hughes  ISBN:0071363661
McGraw-Hill © 2003 (364 pages)

This author shows database marketers how to get out of the vicious circle of building new loyalty programs, instead showing them how to build enduring loyalty programs using incrementalism and how to deal with the new issues that typify the Internet era.

Table of Contents
The Customer Loyalty Solution—What Works (and What Doesn’t) in Customer Loyalty Programs
Introduction to Database Marketing
Chapter 1 - How Database Marketing Works
Chapter 2 - The Mirage of CRM
Chapter 3 - Selling on the Web
Chapter 4 - Computing Lifetime Value
Chapter 5 - The Value of a Name
Chapter 6 - The Power of Communications
Chapter 7 - Customer Response
Chapter 8 - Marketing to Customer Segments
Chapter 9 - Helping Business Customers to Become Profitable
Chapter 10 - Customer Management
Chapter 11 - Letting Them Come behind the Counter
Chapter 12 - Can Database Marketing Work for Catalogers?
Chapter 13 - Finding Loyal Customers
Chapter 14 - Profile Marketing
Chapter 15 - A Farewell to the Reader
Appendix - How to Keep Up with Database Marketing
Answers to Quizzes
Index
List of Figures
List of Tables
List of Sidebars


Back Cover

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 Lands’ 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.

About the Author

Arthur Middleton Hughes is vice president for business development of the CSC Advanced Database Solutions, which builds and maintains databases for major U.S. corporations. A pioneer in the use of databases to reach customers and impact their decision making, Hughes wrote the classic marketer guidebooks Strategic Database Marketing and The Complete Database Marketer.



The Customer Loyalty Solution—What Works (and What Doesn’t) in Customer Loyalty Programs

Arthur Middleton Hughes

McGraw-Hill

Copyright ©2003 by Arthur Middleton Hughes. All rights reserved. Printed in the United States of America. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a data base or retrieval system, without the prior written permission of the publisher.

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ISBN: 0-07-136366-1

This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that neither the author nor the publisher is engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.

—From a Declaration of Principles jointly adopted by a Committee of the American Bar Association and a Committee of Publishers

All trademarked products mentioned in this book are used in an editorial fashion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps.

McGraw-Hill books are available at special quantity discounts to use as premiums and sales promotions, or for use in corporate training programs. For more information, please write to the Director of Special Sales, Professional Publishing, McGraw-Hill, Two Penn Plaza, New York, NY 10121-2298. Or contact your local bookstore.

Library of Congress Cataloging-in-Publication Data
Hughes, Arthur Middleton.
Winning the war for customers : what works and what doesn’t in
customer loyalty programs / by Arthur Middleton Hughes.
p. cm.
ISBN 0-07-136366-1 (hardcover)
1. Database marketing. 2. Customer loyalty programs. I. Title.
HF5415.126 .H845 2003
658.8'4—dc21
2002011493

This book is printed on recycled, acid-free paper containing a minimum of 50% recycled de-inked fiber.

For my wife, Helena,
and her two brothers and sisters-in-law,
Fernando Errázuriz Guzmán and María Eugenia Oyarzún
José Miguel Errázuriz Guzmán and Mónica Lopez,
who gave me the opportunity to write this book in Chile in 2002

About the Author

Arthur M. Hughes is vice president for business development of CSC Advanced Database Solutions (www.cscads.com), which builds and maintains databases for major U.S. corporations. A pioneer in the use of databases to reach customers and impact their decision making, Hughes wrote the classic marketers’ guidebooks Strategic Database Marketing and The Complete Database Marketer. He can be reached at ahughes@cscads.com