Customer Clubs and Loyalty Programmes

Cover -- Half Title -- Title Page -- Copyright Page -- Contents -- List of figures -- List of tables -- Preface to the second edition -- Preface to the first edition -- Part I: Customer Loyalty Programmes and Clubs -- 1 Why you should read this book! -- 2 Executive summary -- 3 What is a customer club? -- 4 The retention marketing trend -- Part II: Setting up a Customer Loyalty Programme -- 5 How to develop a customer loyalty programme that offers true value -- 6 The loyalty programme goals -- 7 The loyalty programme's target groups -- 8 The type of loyalty programme -- 9 The loyalty programme benefits -- 10 Pricing for customer loyalty -- 11 The financial concept -- 12 Communication -- 13 E-loyalty: customer loyalty on the Internet -- 14 The loyalty programme organization and service centre -- 15 Integrating the loyalty programme into the sponsoring company -- 16 The loyalty programme database -- 17 Business-to-business loyalty programmes -- 18 Measuring the loyalty programme's success -- 19 A view of the future of customer loyalty programmes -- Part III: Case Studies -- 20 SWR3 Radio - The Club -- 21 Kawasaki Riders Club -- 22 T-D1 Company Class -- 23 The Porsche Card -- 24 Grohe Professional Club -- 25 The Volkswagen Club -- 26 Swatch the Club -- Bibliography -- Index -- The author.