oa MFSA Journal of Marketing - The Customer Loyalty Solution, Arthur Middleton Hughes : book review
Extracted from text ... books The Customer Loyalty Solution By: Arthur Middleton Hughes Publisher: USA: McGraw-Hill ISBN: 0-07-136366-1 Price: R299 The Customer Loyalty Solution considers how database marketing and CRM can make a positive contribution to a company's bottom line. The author's approach to the subject is firmly founded in reality and he makes no outlandish claims for the power of CRM or one-to-one marketing. In fact Hughes is blunt on the failure of CRM, which he sees as a synonym for one-to-one marketing. It is a 'nice idea but does not work in practice', asserts Hughes. Rather, what does work is ..
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