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Download The New Rules of Marketing: How to Use One-To-One Relationship Marketing to Be the Leader in Your Industry epub

by Frederick Newell




"Fred Newell has pulled together the basic principles for marketing in the 21st century. The year 2000 is just around the corner. DonÕt wait until then to update yourself."ÑStanley 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, NewellÕs 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 NewellÕs The New Rules of Marketing reveals the new technologies you will need to uncover and analyze your customersÕ invaluable wants and needs, and shows you how to design your marketing efforts to cater to each and very customer!
Download The New Rules of Marketing: How to Use One-To-One Relationship Marketing to Be the Leader in Your Industry epub
ISBN: 0786312289
ISBN13: 978-0786312283
Category: Business
Subcategory: Marketing & Sales
Author: Frederick Newell
Language: English
Publisher: Irwin Professional Pub (May 1, 1997)
Pages: 320 pages
ePUB size: 1662 kb
FB2 size: 1679 kb
Rating: 4.2
Votes: 220
Other Formats: azw lrf doc lrf

avanger
While I agree with others who have noted that this book is somewhat out of date, I still found his insights, gained from participating in CRM projects, quite useful.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.
Linn
Mr. Newell uses an entertaining style to make his points, and the overriding philosophy he espouses hasn't changed, but strategies and tactics have! He doesn't seem to have recent real-life experience with data analysis or online efforts. The biggest successes are derived from a combination of academics and street-wise, hands-on tactics.
Steelcaster
Great nuts and bolts on what you should be mining from your data... but the best part is the reminders that you should set up a customer driven system... the whole company needs to revolve around it.
Not up to date on the web... but covers its subject.
Burking
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.