Good insights, but he should have checked his facts

books:


	• The New Rules of Marketing: How to Use One-to-One Relationship Marketing to Be the Leader in Your Industry Frederick Newell McGraw-Hill Companies, 1997 - 320 pages average customer review:based on 6 reviews view larger image
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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.

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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Content well developed with a good topic range.

This is an excellent book for those companies moving to the Integrated Marketing & One To One paradigm. Newell has laid the foundation for planning. Wish I had written it!

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While I agree with others who have noted that this book is somewhat out of date, I still found his insights, gained from participating in CRM projects, quite useful.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.

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reviews: page 1, 2

"Fred Newell has pulled together the basic principles for marketing in the 21st century. The year 2000 is just around the corner. DonOt wait until then to update yourself." NStanley Marcus, Chairman Emeritus, Neiman Marcus. Fred Newell, "The Father of Database Marketing," shows in The New Rules of Marketing how you can use dramatic new techniques and strategies to learn everything possible about your customers...and leverage that information into dramatically increased sales! Written in fast-moving and humorous style, NewellOs book is packed with actual examples and case histories that explain: How to discover the powerful needs and desires that every customer tries to hide; 5 important consumer trends that will impact the marketing scene well beyond the year 2000; a step-by-step guide to building your own database marketing program; and the 5 new century consumer trends that will change marketing forever. Database marketing pioneer Fred NewellOs The New Rules of Marketing reveals the new technologies you will need to uncover and analyze your customersO invaluable wants and needs, and shows you how to design your marketing efforts to cater to each and very customer!

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