Books

The Customer Loyalty Solution: 
What Works (and What Doesn't) in Customer Loyalty Programs
by Arthur Middleton Hughes
The McGraw-Hill Companies, 2003, 336 PP.

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In The Customer Loyalty Solution, database marketing pioneer Arthur Hughes reports that the problem wasn't in the programs, but generally in the antiquated technologies and thinking used to drive those programs. He combines current research with case studies from leading companies such asFedEd, StrideRite, Cendant, and Cingular to reveal how marketers can benchmark market-proven programs to successfully:

Track customer activity

Build enduring loyalty programs

Treat customer communication as a profit center