Database marketing is today’s most powerful tool for designing cost-effective, resource-efficient marketing and operations programs. The Customer Loyalty Solution cuts through theory and guesswork to examine how leading marketers from Lands’ End to IBM are using today’s new breed of database marketing tools to compute lifetime value, cut costs in every area, and make databases easier to access and utilize from anywhere on the globe.

This author shows database marketers how to get out of the vicious circle of building new loyalty programs, instead showing them how to build enduring loyalty programs using incrementalism and how to deal with the new issues that typify the Internet era.