- Hardcover: 244 pages
- Publisher: Teal Books; First Edition edition (November 1, 2001)
- Language: English
- ISBN-10: 0963202545
- ISBN-13: 978-0963202543
- Product Dimensions: 6.5 x 1 x 9.5 inches
- Shipping Weight: 1.4 pounds (View shipping rates and policies)
- Average Customer Review: 8 customer reviews
- Amazon Best Sellers Rank: #2,651,621 in Books (See Top 100 in Books)
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Loyalty Marketing: The Second Act Hardcover – November 1, 2001
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About the Author
Brian Woolf is a global leader in loyalty marketing. In addition to writing three definitive works on the subject, Measured Marketing: A Tool to Shape Food Store Strategy, Customer Specific Marketing, and Loyalty Marketing: The Second Act, he spends his time helping retailers develop and strengthen their loyalty programs. The techniques and metrics he has developed have become guiding principles for those operating some of the world's most successful programs. He is the President of the Retail Strategy Center, and is a frequent speaker at conferences in the US, Europe and Japan. Prior to his total commitment to loyalty marketing, his corporate roles included Deputy Managing Director of Progressive Enterprises, a major New Zealand retailer; Chief Financial Officer of Food Lion, a leading US food retailer; and President of One Price Clothing, a women's discount apparel chain. He has an M.Com. (Economics) from Auckland University, New Zealand, and an MBA from the Harvard Business School.
Top customer reviews
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Now that I am Executive Vice President of Sales and Marketing for a 120 store chain of Convenience Stores, I was overwhelmed with his newest offering. We will soon begin it here.
After having had the opportunity to hear Mr. Woolf speak of Loyalty Marketing, in the simplist of terms, to as complex as you could keep up with, I am amazed with his insight. I am still digesting his "Second Act", after having gone through it for the third time. The down to earth approach he takes, and the attitude he carries through with, let's you know he is truly talking from experience. The practices he illustrates in length throughout the book, makes it a must read for businessmen and businesswomen who are really interested in customer retention. One thing you will learn from Mr. Woolf is "it's much more important to reach the customers who count, rather than counting the customers you reach! This is a very good book!
Retail is a complex system involving many, many factors. In 1996, in his first book, gCustomer Specific Marketingh Brian Woolf added two additional lines to the diagram of this complexity: gCustomers are not equalh and gBehavior follows rewards.h I cannot think of any marketing book ever published that has induced as many retailers, especially grocers, into implementing its basic concepts, as did this book.
gLoyalty Marketing: The Second Acth is a natural sequence to Woolffs earlier book, providing an updated insight into loyalty marketing using real examples from around the world. This book will spark debates and discussions among retailers and the next level of insights, gThe Third Acth, will be anxiously awaited.
Database marketing has long been in existence but unfortunately has been too academic, too abstract, too theoretical, and too impractical for retailers to implement. Brian Woolffs greatest contribution to the industry, though not much noticed, has been to transform esoteric marketing terms and concepts into easy-to-understand everyday words and practical ideas.
This book is a must reading for those charged with marketing. Indeed, for everyone in retail, the most competitive industry today.
For those of you who think that loyalty marketing is way too complicated, think again. Brian, is able to clearly convey his message to through the outstanding use of many case studies from a wide variety of businesses. These studies will spark the reader's own thought processes and allow you to in incorporate customer specific marketing to all areas of your business.
This book has something for everyone, from those just beginning to develop a loyalty program, to companies that have practiced it for years. These insights will explain what it takes to succeed with today's savvy consumer.
Randy Tidmore, Customer Information Manager, BI-LO Inc., Greenville, SC