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The Customer Loyalty Solution : What Works (and What Doesn't) in Customer Loyalty Programs

by Arthur Middleton Hughes

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This work shows database marketers how to get out of the vicious circle of building new loyalty programmes, instead showing them how to build enduring loyalty programmes using incrementalism. Readers learn why giving customers a choice in a direct offer always reduces response.

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Melvil Decimal System (DDC)

658.84Technology › Management and auxiliary services › Management › Of Marketing

LC Classification

HF5415.126Social sciences › Commerce › Commerce › Business

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