The Customer Loyalty Solution

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The Customer Loyalty Solution Review

I have to write a fan of 'Arthur Hughes for many years. His books, marketing database and the full joy of belonging Database Marketing for the best of the genre. Above all, it helped me in my projects as a database marketing specialist.

Now Arthur is back with a new book to read very well. Although there are some things to report.

Ed Sanders, database marketing Failsafe

First, you should first read Database Marketing, Read before them. Although some of the subject of two books overlap, the theoretical background is explained much better in the earlier book of Arthur. For example, the duration value in the event that the resolution of customer loyalty is far too complex for a first taste.

Secondly, the title. I really do not think it does justice to the book, since it is much ground to include loyalty programs. With a title like that go, it is simply lost among dozens of other customer loyaltyBooks on Amazon. Personally, I would propose something like "The Case Book database marketing, said that the book mainly consists of some 40 cases the long and short descriptions to show the power of connection and the possible results of database marketing with the Internet. As such it is a great companion book to the Database Marketing, more on "how to" concentrate.

Third, even if - as I said - some overlap with Database Marketing, thisBook covers some very interesting (new) issues in detail. To name a few:

- What is the difference between CRM and DBM? Which is better?
- Why did not they use the catalogs DBM?
- Calculating the value of names and email addresses.
- Sales related to anti-communication. What works?
- E-mail marketing.

In addition, most of the cases and the options are described, evaluated with the theory of value of life, which is clearly useful. All chapters alsoIn summary, the work checlists of things, and work and a quiz to test your understanding of the situations described.

All in all a wonderful and inspiring book by Arthur. It is not as important as the strategic database marketing, but a must for anyone who has already digested that will track and an additional "great desert" are.