Relationship Marketing : New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever

Rating:
Summary: This is a practical, down to earth application book.
Review: There is nothing esoteric about this book. There are concrete step by step applications to perform relationship marketing that make excellent sense. Even with the steps, the author makes no contention that this process is for everyone. Mr. Gordon warns you that the process is difficult and expensive. Companies and consultants trying to work with relationship marketing should read this book before proceeding.

Rating:
Summary: Rather evolutionary but complete reference.
Review: This is a book for the initiated. It is useful to professionals that are confronting the delicate task of making their companies "Customer-focused". It is dense at times and uses excellent and appropriate terminology with extensive good use of references; it provides the reader a wealth of techniques, however sketchy some may seem, and glimpses of successful methodologies. It will be very useful for those that are participating in the building phase of CRM (Customer Relationship Management) and CRM-related projects, developing mass customization strategies, or simply considering how to go about building a case for a customer-focused initiative within their company for upper management. Although it develops its central theme, it will require additional sources, if you are to implement some of its recommendations. One of the strongest chapters is the one that deals with "Technology for Relationship Marketing". It really gives an insight on what this new concept of "total integration" at data base level really means, and draws directly from a quoted and very knowledgeable source (Terry G. Vavra). If you are working on this area, it will provide you with an extensive view of the field.