The New Rules of Marketing: How to Use One-to-One Relationship Marketing to Be the Leader in Your Industry
Author: Frederick Newell
List Price: $27.95
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ISBN: 0786312289
Publisher: McGraw-Hill Trade (01 May, 1997)
Sales Rank: 49,656
Average Customer Rating: 3.67 out of 5
Customer Reviews
Rating: 3 out of 5
Good insights, but he should have checked his facts
While I agree with others who have noted that this book is somewhat out of date, I still found his insights, gained from participating in CRM projects, quite useful. While I was reading the book, I thought that several of his stories and anecdotes would be useful in the classroom. Then he blew some of his credibility late in the book by falling for the "Cookie Recipe" story, a well-known urban legend. I first received that recipe, and heard the story, back in 1977, long before it started floating around the Internet. A small amount of checking would have uncovered this as a hoax. Unfortunately that made me question the credibility of many of his other examples.
Rating: 4 out of 5
Reply to "West Coast Reader" 10/13
You are right on target. The book was written three years ago and did not cover any of the now important Internet opportunities for CRM.The purpose of the new book, loyalty.com Customer Relationship Management in the New Era of Internet MArketing is to serve the needs of folks like this West Coast reader who want to learn more about conducting e-dialog.
Rating: 4 out of 5
Answer to "West Coast Reader," October 13, 1999
You are right on target. The book is now three years old. It was a book of basics about database marketing and did not include any of the now important Internet opportunities.That is exactly why I have written loyalty.com Customer Relationship Management in the New Era of Internet Marketing, to answer this reader's need. It will be published in January.
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