Table of Contents

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