Customer loyalty programmes and clubs / Stephan A. Butscher.

Format:

Book

Author/Creator:

Butscher, Stephan A.

Contributor:

Butscher, Stephan A.

Language:

English

Subjects (All):

Customer clubs.

Customer loyalty programs.

Physical Description:

1 online resource (221 p.)

Edition:

2nd ed.

Place of Publication:

Aldershot, England ; Burlington, VT : Gower, c2002.

Language Note:

English

Summary:

In every industry, and any company, customer loyalty marketing is an important pillar of corporate strategy. This second edition of Customer Loyalty Programmes and Clubs, explains how the key to effective protection against competition lies in identifying and offering your customers the right combination of financial and non-financial benefits. Stephen Butscher has reviewed the developments that have taken place since his original successful step-by-step guide was published and now includes 'pricing for customer loyalty' and 'e-loyalty' along with extra case studies. He takes you through all the necessary stages to research, plan and launch a programme that builds and develops the relationship between you and your customers, and emphasises value measurement and selection of the right benefits, enabling you to integrate the loyalty programme into every part of your organization. Customer Loyalty Programmes and Clubs includes case studies from some of the most successful companies, including Volkswagen Club, Kawasaki Riders Club, Swatch the Club, Porsche and many more.

Contents:

pt. I. Customer loyalty programmes and clubs

pt. II. Setting up a customer loyalty programme

pt. III. Case studies.

Notes:

Rev. ed. of: Customer clubs and loyalty programmes, 1998.

Includes bibliographical references (p. [191]-201) and index.

Description based on metadata supplied by the publisher and other sources.

Related Work:

Butscher, Stephan A. Customer clubs and loyalty programmes.

ISBN:

1-317-15547-5

1-315-57562-0

1-317-15546-7

0-566-08951-3

9781315575629

OCLC:

54360338