图书简介

Part I Customer Loyalty Programmes and Clubs: Why you should read this book!; Executive summary; What is a customer club?; The retention marketing trend. Part II Setting up a Customer Loyalty Programme: How to develop a customer loyalty programme that offers true value; The loyalty programme goals; The loyalty programme’s target groups; The type of loyalty programme; The loyalty programme benefits; Pricing for customer loyalty (with Julia Goldenbaum); The financial concept; Communication; E-loyalty - customer loyalty on the Internet (with Verena Burger); The loyalty programme organization and service centre; Integrating the loyalty programme into the sponsoring company; The loyalty programme database; Business-to-business loyalty programmes; Measuring the loyalty programme’s success; A view of the future of customer loyalty programmes. Part III Case Studies: SWR3 Radio - The Club - Thomas Brinckwirth; Kawasaki Riders Club - Paul Farmer; T-D1 Company Class - Horst Leonhard Reufsteck and Silke Hausrath; The Porsche Card - Albert Moser; Grohe Professional Club - Raimund Petersen; The Volkswagen Club - Klaus Chojnacki; Swatch the Club. Bibliography; Index; The author.

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