Credit Card Marketing
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- Wiley
More About This Title Credit Card Marketing
English
BILL GRADY has worked professionally in credit card marketing for more than twenty-five years. Recognized as one of North America's leading innovators in the field, he was responsible for many credit marketing innovations which have since become standard operating procedure. During his nineteen years as Director of Retail Credit and Direct Marketing at Lowe's Companies, Bill Grady originated and managed Lowe's Credit Card, the largest home center credit card program in the U.S. On leaving Lowe's, he became operating Vice President of Marketing and Sales Promotion at Service Merchandise, where he also originated and managed the largest catalog/discount merchandise credit card program in the U.S. Bill then became National Director of Field Marketing for G.E. Capital Corporation—the largest provider of private label credit card programs in the United States. After five years with General Electric Capital Corporation, Bill joined Brendle's, Incorporated as Senior Vice President, Marketing/Advertising and Store Operations, where he played a major role in the successful turnaround of this large regional retailer.
English
Partial table of contents:
ACQUISITION PROGRAMS: BRINGING IN NEW CREDIT CARD CUSTOMERS.
Prescreens and Preapproved Solicitations.
Instant Credit.
In-Store Signs.
Hostess Programs.
Premiums.
ACTIVATION PROGRAMS: GETTING CUSTOMERS TO USE CREDIT CARDS.
Frequent Shopper Programs.
Credit Card Reissue.
Card Enhancement Programs.
Gold Cards, VIP and Platinum Cards.
TRAINING EMPLOYEES TO MARKET CREDIT CARDS.
Training.
Employee Contests.
CREDIT CARD MARKETING TECHNIQUES.
Database Marketing.
Advertising.
Interest Free, Deferred Payment, and Skip Payment Promotions.
Appendices.
Index.
