Credit card marketing:
Retailers nationwide are discovering that private label credit cards are one of the most dynamic marketing tools ever to come down the pike. Not only do they act as a powerful draw for new customers, but, according to recent marketing studies, private label cards help build customer loyalty. They ar...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
Wiley
1995
|
| Schriftenreihe: | The National Retail Federation series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | Retailers nationwide are discovering that private label credit cards are one of the most dynamic marketing tools ever to come down the pike. Not only do they act as a powerful draw for new customers, but, according to recent marketing studies, private label cards help build customer loyalty. They are also a nearly limitless vehicle for promotional offers, discounts, premiums, and other potent customer incentives. And they provide retailers with an unprecedented means of gathering valuable customer-profile and purchasing information which can then be used to build a targeted database for generating mailing lists, strategically managing inventory, segmenting the most profitable customers, and more The man behind many of the major innovations in the field, Bill Grady created and managed the largest and most successful credit card program in the home center industry and has worked with many prestigious Fortune 500 companies to develop their programs. In Credit Card Marketing, he shares the fruits of his more than twenty-five years in the business and fills you in on all the successful credit marketing techniques now in use at today's sharpest, most innovative retail stores, banks, oil companies, and travel and entertainment providers Writing in a warm, down-to-earth style, he takes you step-by-step through the entire process, from prescreened and preapproved solicitations, to direct mail, telemarketing, and in-store promotions, from premiums and sign-up programs, to frequent shopper and card enhancement programs. He also offers detailed scheduling guidelines to help you understand the lead times involved in various programs; guidelines on how to train employees to effectively market credit cards; and an entire chapter on how to develop and execute a winning credit card marketing plan. And along the way, Bill Grady reveals dozens of insider tips, insights, and rules of thumb that alone make Credit Card Marketing worth more than its weight in platinum |
| Beschreibung: | X, 227 S. |
| ISBN: | 0471106623 |
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| 520 | 3 | |a Retailers nationwide are discovering that private label credit cards are one of the most dynamic marketing tools ever to come down the pike. Not only do they act as a powerful draw for new customers, but, according to recent marketing studies, private label cards help build customer loyalty. They are also a nearly limitless vehicle for promotional offers, discounts, premiums, and other potent customer incentives. And they provide retailers with an unprecedented means of gathering valuable customer-profile and purchasing information which can then be used to build a targeted database for generating mailing lists, strategically managing inventory, segmenting the most profitable customers, and more | |
| 520 | |a The man behind many of the major innovations in the field, Bill Grady created and managed the largest and most successful credit card program in the home center industry and has worked with many prestigious Fortune 500 companies to develop their programs. In Credit Card Marketing, he shares the fruits of his more than twenty-five years in the business and fills you in on all the successful credit marketing techniques now in use at today's sharpest, most innovative retail stores, banks, oil companies, and travel and entertainment providers | ||
| 520 | |a Writing in a warm, down-to-earth style, he takes you step-by-step through the entire process, from prescreened and preapproved solicitations, to direct mail, telemarketing, and in-store promotions, from premiums and sign-up programs, to frequent shopper and card enhancement programs. He also offers detailed scheduling guidelines to help you understand the lead times involved in various programs; guidelines on how to train employees to effectively market credit cards; and an entire chapter on how to develop and execute a winning credit card marketing plan. And along the way, Bill Grady reveals dozens of insider tips, insights, and rules of thumb that alone make Credit Card Marketing worth more than its weight in platinum | ||
| 650 | 4 | |a Credit cards |z United States |x Marketing | |
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| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
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Datensatz im Suchindex
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| adam_text | Contents
PARTI
ACQUISITION PROGRAMS:
BRINGING IN NEW CREDIT CARD CUSTOMERS
1 Introduction 3
2 Prescreens and Preapproved
Solicitations 11
3 Take One Applications 25
4 Instant Credit 33
5 In Store Signs 41
6 Hostess Programs 47
7 Premiums 55
8 New Resident Programs 63
PART II
ACTIVATION PROGRAMS:
GETTING CUSTOMERS TO USE CREDIT CARDS
9 Activation and Retention Programs 73
10 Frequent Shopper Programs 81
11 Credit Card Reissue 91
12 Card Enhancement Programs 95
13 Gold Cards, VIP, and Platinum Cards 101
ix
x CONTENTS
PART III
TRAINING EMPLOYEES TO MARKET CREDIT CARDS
14 Training 107
15 Employee Contests 115
PART IV
CREDIT CARD MARKETING TECHNIQUES
16 Database Marketing 133
17 Direct Mail 145
18 Telemarketing 155
19 Advertising 163
20 Interest Free, Deferred Payment, and
Skip Payment Promotions 171
21 Credit Card Marketing Plan 177
Appendix A Sample Marketing Plan 189
Appendix B Vendors and Suppliers 197
Index 221
|
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| discipline | Wirtschaftswissenschaften |
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| geographic | USA |
| geographic_facet | USA |
| id | DE-604.BV010444586 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T17:52:40Z |
| institution | BVB |
| isbn | 0471106623 |
| language | English |
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| series2 | The National Retail Federation series |
| spelling | Grady, Bill Verfasser aut Credit card marketing Bill Grady New York [u.a.] Wiley 1995 X, 227 S. txt rdacontent n rdamedia nc rdacarrier The National Retail Federation series Retailers nationwide are discovering that private label credit cards are one of the most dynamic marketing tools ever to come down the pike. Not only do they act as a powerful draw for new customers, but, according to recent marketing studies, private label cards help build customer loyalty. They are also a nearly limitless vehicle for promotional offers, discounts, premiums, and other potent customer incentives. And they provide retailers with an unprecedented means of gathering valuable customer-profile and purchasing information which can then be used to build a targeted database for generating mailing lists, strategically managing inventory, segmenting the most profitable customers, and more The man behind many of the major innovations in the field, Bill Grady created and managed the largest and most successful credit card program in the home center industry and has worked with many prestigious Fortune 500 companies to develop their programs. In Credit Card Marketing, he shares the fruits of his more than twenty-five years in the business and fills you in on all the successful credit marketing techniques now in use at today's sharpest, most innovative retail stores, banks, oil companies, and travel and entertainment providers Writing in a warm, down-to-earth style, he takes you step-by-step through the entire process, from prescreened and preapproved solicitations, to direct mail, telemarketing, and in-store promotions, from premiums and sign-up programs, to frequent shopper and card enhancement programs. He also offers detailed scheduling guidelines to help you understand the lead times involved in various programs; guidelines on how to train employees to effectively market credit cards; and an entire chapter on how to develop and execute a winning credit card marketing plan. And along the way, Bill Grady reveals dozens of insider tips, insights, and rules of thumb that alone make Credit Card Marketing worth more than its weight in platinum Credit cards United States Marketing Kreditkarte (DE-588)4032937-9 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf USA Kreditkarte (DE-588)4032937-9 s Marketing (DE-588)4037589-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006961202&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Grady, Bill Credit card marketing Credit cards United States Marketing Kreditkarte (DE-588)4032937-9 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4032937-9 (DE-588)4037589-4 |
| title | Credit card marketing |
| title_auth | Credit card marketing |
| title_exact_search | Credit card marketing |
| title_full | Credit card marketing Bill Grady |
| title_fullStr | Credit card marketing Bill Grady |
| title_full_unstemmed | Credit card marketing Bill Grady |
| title_short | Credit card marketing |
| title_sort | credit card marketing |
| topic | Credit cards United States Marketing Kreditkarte (DE-588)4032937-9 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Credit cards United States Marketing Kreditkarte Marketing USA |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006961202&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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