Loyalty.com

Customer Relationship Management in the New Era of Internet Marketing

by Frederick Newell

McGraw-Hill, 2000

ISBN: 9780071357753
Pages: 325

Category: Sales & Marketing
This summary is also available in: German

In this summary you will learn

• How, used appropriately, customer relationship management can boost your online sales
• Why free coupons and special offers are not enough to maintain customer loyalty
• Why listening and learning from your customers is more important than telling and selling

Why you should read Loyalty.com

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.

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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