ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book shows that in detail how to filter out the most highly valued benefits from a wide range of possibilities, which methods can be used to quantify value, and how to find the best combination of non-financial and financial benefits. It presents a new approach to customer loyalty programmes. The book provides a fresh ideas and approaches for those in the business or academic world who are concerned with relationship marketing, retention marketing, customer loyalty and other related subjects. It explains that a customer loyalty programme does not necessarily have to be a large drain on the marketing budget, but can be at least partly self-financing. The book explains that a customer loyalty programme does not necessarily have to be a large drain on the marketing budget, but can be at least partly self-financing.
