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8 Overall

8 Applicability

6 Innovation

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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.

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; and
  • Why listening and learning from your customers is more important than telling and selling.

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.



Know Your Customer
Imagine you have moved to a small Midwestern town in 1962. You walk into the only department store on Main Street. The busy sales staff, all of whom seem related, are discussing family, school, church, and sports with their customers as they wait on them. When it is ...

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