Customer Loyalty Programmes and Clubs - Couverture souple

Butscher, Stephan A.

Couverture souple

ISBN 10 : 1138248614 ISBN 13 : 9781138248618

Editeur : Routledge, 2016

Synopsis

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.

A propos du livre

À propos de l'auteur

Stephan A Butscher is a partner with Simon, Kucher & Partners in London and Bonn, Germany and has written on all aspects of customer loyalty strategies. He has worked with companies in continental Europe as well as the USA and received the Alfred Gerardi Award from the German Direct Marketing Association for his work on customer clubs.

Détails de l'édition

• Éditeur: Routledge
• Date d'édition: 2016
• Langue: anglais
• ISBN 10: 1138248614
• ISBN 13: 9781138248618
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 224
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible