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Loyalty.com

Customer Relationship Management in the New Era of Internet Marketing

Frederick Newell
McGraw-Hill, 2000

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Editorial Rating

8

Qualities

  • Applicable

Recommendation

This book is a delightful result of Frederick Newell’s recent indoctrination in marketing through the World Wide Web. Newell is an internationally acclaimed professional and part-time academic who specializes in database marketing. He admits in his preface that he’s a bit of a "geezer" - because his 1997 book, The New Rules of Marketing, lacked a Web component, which undermined its newness. In an effort to rectify that, he reconciles the impressive database-mining and customer relationship concepts from his earlier book with today’s rapidly changing cyber-marketing theories and practices. Newell clearly is excited by what he has belatedly learned about the Web’s potential, and provides on-target case studies to support his points. getAbstract recommends this book to all marketers - especially to those in retail. Those who are new to Web business will find it particularly useful.

Take-Aways

  • Success in sales is based on personal relationships, not business transactions.
  • You can select and cultivate the customer you want from the masses of customers.
  • You should cultivate the customer you want using data-mining information tools and the strategies of customer relationship management (CRM).

About the Author

Frederick Newell is CEO of Seklemian/Newell, an international marketing consulting firm. He is also a visiting lecturer at the Universidad de Belgrano in Buenos Aires, and at Duke University. He is the author of The New Rules of Marketing.

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