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

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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 Err zuriz Guzm n and Mar a Eugenia Oyarz n
Jos Miguel Err zuriz Guzm n and M nica 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 [e-mail]