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List Price: $16.95Price: $16.32 You Save: $0.63 ( 4%)as of 03/19/2010 10:15 EDT
Availability: Usually ships in 1-2 business days
Binding: Paperback
Dewey Decimal Number: 380
EAN: 9780071387828
Edition: 1
ISBN: 007138782X
Label: McGraw-Hill
Manufacturer: McGraw-Hill
Number Of Items: 1
Number Of Pages: 325
Publication Date: January 25, 2002
Publisher: McGraw-Hill
Studio: McGraw-Hill
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Editorial Review:
Amazon.com Review:
A few years ago, everybody with a product to sell got a dose of the same religion. In marketing circles, it's called customer relationship management, or CRM. In your house, it's probably called "How the hell did I end up with all these plastic cards in my wallet?" Your grocery store offers you special discounts if you bring one of those cards to wave over the scanner. If you travel, you probably have "loyalty cards" from airlines, hotel chains, and car-rental companies. All these discount and loyalty programs allow the companies to built substantial databases about you--your preferences and patterns--but they also depend on you to do the work, to lug those plastic cards around, keep track of your points and miles, and so on.
There are better ways to build customer relationships, argues Newell. He caused a stir in 1997 with The New Rules of Marketing, and now with Loyalty.com, he wants to cause another one by declaring that most companies attempting to create customer loyalty are going about it all wrong. In fact, he shows that areas with the most aggressive loyalty programs tend to have the least loyal customers--and vice versa. Today, writes Newell, the Internet has made market research cheaper and faster than ever. Software can be designed to predict what a customer will want before she knows she wants it, and the company can go straight to that particular customer to suggest she buy that particular product, rather than showering millions of potential customers with hundreds of product solicitations. It's not easy, and pitfalls abound, as Loyalty.com shows (the issue of customer privacy alone will be the subject of endless legislation in coming years). But the company that masters customer relations will be rewarded with both loyalty and profits. --Lou Schuler
Product Description:
"If Wal-Mart founder Sam Walton were alive and heavily involved in the Internet, this is the kind of book he might write."Los Angeles Times
Packed with case studies and real-world examples, Loyalty.com reveals what the latest technology shifts mean to marketers in every fieldand outlines the fundamentals needed to build customer loyalty that will last.
Average Rating: 
Rating:  -
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 ... Read More
Rating:  -
Excellent to understand insides on internet crm and loyalty. The message is: understand your customer by it self, dont give them disccounts.. give them good service, give them what they want. Lots of examples will help you reconfirm your pre-done thoughts.
Liked the valuation chapter.. not to deep (lack of examples) but perfect for a good start.
The case studies are very interesting but they do not give you the final flavor : "What happened? does this CRM initiative was really ... Read More
Rating: -
This book is a must have for all business professionals. Newell brightly explains the fundamentals of CRM in an eye opening way, giving the reader lots of valuable points to use in your own business/career.
Rating: -
Loyalty.com explains how customer loyalty can increase the company profits. Companies must focus on building relationships with their customers. Loyalty is the last level of a customer relationship. The importance of this relationship is finely presented by the author.
Rating:  -
The book is chock full of examples and anecdotes but really has no new worthwhile conceptualizations or insights to make it worth reading. If you don't know anything about database marketing, then you will get something out of this book. If you are familiar with the basic concepts of customer database analysis, loyalty programs and relationship marketing, there is nothing new here. In fact a much better introduction to all those concepts is The Loyalty Effect by Reichenheld or Customer Connections ... Read More
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