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Recommended reading list

The loyalty and relationship marketing field has produced a very extensive and comprehensive range of reference material. The reading list outlined below is a collection of various articles, pamphlets and books that are offering insights into loyalty in a very broadly defined manner. The collection is not meant to be either all inclusive or definitive, it is rather a personal recommendation for visitors who wish to understand more about this important area of marketing. Clicking on certain titles allows you to purchase the book at

Author(s) Title Publisher/ Year
The Henley Centre2020 VisionBarclays Life 1998
Y L Doz & G HamelAlliance AdvantageHBR 1998
Buzan & SegalAnticipating the FutureSimon & Schuster 1998
P Ward, H Gardner, H WrightBeing smart: A Critique of customer loyalty schemes in UK RetailingJournal of Customer Relationship Management 1998
Evans & WursterBlown to BitsHBS Press 1999
M D Uncles & A S C EhrenbergBrand choice among older consumersJournal of Advertising Research 1990
R M CunninghamBrand loyalty - what, where, how much?HBR 1956
A S C Ehrenberg & J ScrivenBrand Loyalty under the microscopeMarketing Society Master Class 1996
R ScaseBritain in 2010 - the new business landscapeCapstone 2000
J Hope & T HopeCompeting in the Third WaveHBR Press 1997
R EastConsumer BehaviourPrentice Hall 1997
F QuinnCrowning the CustomerO'Brien Press 1990
S A ButscherCustomer Clubs and Loyalty programmesGower 1998
M Stone (Editor)Customer Loyalty and ContinuityClose to the Customer series by Policy Publications 1998
MINTELCustomer Loyalty in Retailing Report1996
P HawkesCustomer loyalty programmes - are they right for you?Journal of Brand Management 1996
S RaynerCustomer Loyalty SchemesFT Management Reports 1996
Oxford Institute of Retail ManagementCustomer Loyalty Schemes in Retailing Across Europe1996
G R Dowling & M UnclesCustomer Loyalty Schemes: Should every firm have one?Sloan Management Review 1997
R M CunninghamCustomer Loyalty to store and brandHBR 1961
Mercer Management JournalCustomer Relationship Management1997
B P WoolfCustomer Specific MarketingRand McNally 1996
T CramCustomers that countFinancial Times Prentice Hall 2001
P SeyboldCustomer.comRandom House 1998
G HermanData WarehousingFT Management Reports 1997
R Kiermaier & S A ButscherDevelop only what customers want, at their priceMarketing News 1997
E I SchwartzDigital DarwinismPenguin 1999
A S C Ehrenberg & M D UnclesDirichlet-type marketsSouth Bank University 1996
M UnclesDo your customers need a loyalty scheme?Journal of Targeting, Measurement and Analysis for Marketing 1994
A S C Ehrenberg, G J Goodhardt, T P BarwiseDouble Jeopardy revisitedJournal of Marketing 1990
D Peppers & M RodgersEnterprise One-to-OneBantam Doubleday 1997
A O HirschmanExit, Voice, and LoyaltyHarvard 1970
J Ridderstråle & K NordströmFunky BusinessBookHouse Publishing 2000
P DixonFuturewiseHarper Collins
M D Uncles & K A HammondGrocery store patronageJournal of Distribution and Consumer Research 1995
D TapscottGrowing up DigitalMcGraw Hill 1998
R ShawImproving Marketing EffectivenessThe Economist Books 1998
G HamelLeading the revolutionHBS Press 2000
S A ButscherLimited loyalty programmes create strategic databasesMarketing News 1997
KPMGLoyalty Cards: a research report on loyalty cards in European RetailingTempleton College Oxford 1999
S A ButscherLoyalty programmes can work for b-to-b customers, tooMarketing News 1998
F NewellLoyalty.comMcGraw Hill 1998
S WaltonMade in AmericaBantam 1992
Deloitte ResearchMaking Customer Loyalty RealDeloitte 1999
J Elkington & J HailesManual 2000Hodder and Stoughton 1998
M Stone (Editor)Marketing beyond 2000: a new strategyClose to the Customer series by Policy Publications 1998
D Gifford JrMoving Beyond LoyaltyHBR 1997
N KleinNo LogoFlamingo 2001
S GodinPermission MarketingSimon & Schuster 1999
A J Slywotzky & D J MorrisonProfit PatternsWiley 1999
Direct Marketing AssociationProfitable Retailing using Relationship and Database Marketing1994
F Buttle (Editor)Relationship MarketingPaul Chapman Publishing 1996
I GordonRelationship MarketingWiley 1998
A Payne, M Christopher, M Clark, H PeckRelationship Marketing for Competitive AdvantageButterworth-Heinemann 1995
A S C EhrenbergRepeat Buying, Theory and ApplicationsNorth Holland 1972
A S C EhrenbergRepeat Buying: Facts, Theories and ApplicationsGriffin 1988
Direct Marketing AssociationResearch and the Customer Lifecycle1995
J Reynolds & Cuthbertson (Editors)Retail StrategyButterworth Heinemann 2003
R Gibson (Editor)Rethinking the futureNicholas Brealey Publishing 1998
Y Blumenfeld (Editor)Scanning the FutureThames & Hudson 1999
M D ShankSports MarketingPrentice Hall 2001
R East, P Harris, G Wilson, K HammondSupermarket Retention and First Store Loyaltyunpublished work 1997
J Taylor, W Wacker, H MeansThe 500-year DeltaCapstone Publishing 1997
J RifkinThe Age of AccessPenguin 2000
T Power & G JerjianThe Battle of the PortalsTheEcademy 1999
P Østergaard Jacobsen (Editor)The CRM HandbookPricewaterhouseCoopers 1999
R ClarkThe Customer Loyalty ReportSJB Services 1996
R JensonThe Dream SocietyMcGraw Hill 1999
M Butler & T PowerThe E-Business AdvantageTheEcademy 1999
C HandyThe Empty RaincoatRandom House 1994
M C ScottThe Intellect IndustryWiley 1998
F F ReichheldThe Loyalty EffectHBR 1996
S WorthingtonThe Loyalty Report1996
A J Slywotzky & D J MorrisonThe Profit ZoneRandom House 1997
Heskett, Sasser, SchlesingerThe Service Profit ChainFree Press 1997
S CoveyThe Seven Habits of Highly Effective PeopleSimon & Schuster 1992
R Lewin & B RegimeThe Soul at WorkOrion Business 1999
Gamble, Stone, WoodcockUp Close and PersonalKogan Page 1999
M Raphel & N RaphelUp the Loyalty Ladder1996
D FreemantleWhat customers like about youNicholas Brealey Publishing 1998
B KarlsonWireless ForesightWiley 2003
F Newell & K Newell LemonWireless RulesMcGraw Hill 2001

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Email Peter G Wray with your comments on the reading list.

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