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By Brian Woolf
This is one of the best books ever written on loyalty marketing. A follow-up to his best-seller, "Customer Specific Marketing," in this book author Brian Woolf shows which loyalty techniques work -- and which are best to avoid. The theories are backed up with actual results from real businesses. Stores that exhibit best practices are closely examined.
A graduate of Harvard Business School and former CFO of Food Lion, Woolf combines theory and practice into a "must-have" book for anyone interested in increasing bottom line results.
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.
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