The Customer Marketing Method : How to Implement and Profit from Customer Relationship Management [Bargain Price] [Hardcover]

Jay Curry (Author), Adam Curry (Author)

Book Description

Publication Date: March 2000

Today the hottest new area of marketing is Customer Relationship Management (CRM) -- the discipline of identifying, attracting, and retaining a company?s most valuable customers. Drawing upon more than ten years of testing, tryout, and implementation in hundreds of companies, CRM expert Jay Curry, and his Internet-expert son, Adam Curry, have written a clear, step-by-step guide to profiting from this exploding movement, with strategies that are aimed at the small and medium-sized business owners who need them most.

Jay Curry explains how CRM can help managers boost profits by implementing a customer-focused strategy. Using easy-to-understand graphics, he introduces the customer pyramid -- segmented as "Top," "Big," "Medium," and "Small" -- to help the reader visualize, analyze, and improve customer profitability. Success comes to those who follow this three-step Customer Marketing Strategy: (1) get new customers into your pyramid; (2) move customers higher into your pyramid; (3) keep the customers in the pyramid. Combining practical how-to directives with vital CRM reference information, the book includes a case study, "InterTech," that allows readers to see customer-focused strategy in action.

The final third of this practical, easy-to-read book is devoted to the Internet. Here Adam Curry introduces the "Permission Pyramid" and the "e-Customer Marketing Pyramid" to explain the nature of "virtual customer relationships" and how to use them to create, keep, and upgrade customers. This section includes mini-cases and tips to help managers use the Internet to complement current marketing and sales activities and ends with guidelines to test out the new paradigms of e-commerce.

Throughout The Customer Marketing Method, the emphasis is always on practical steps to "make it happen." It is essential and timely reading for owners of small and medium-sized businesses as well as managers of small business units within larger firms.

Editorial Reviews

Review

Tracy Emerick, Ph.D.Managing Consultant, RMI, author of Business-to-Business Direct MarketingThe exciting part of Curry's approach is the involvement of the sales people in the customer marketing process, and the focus on supporting them with marketing effort to improve their sales with customers that count.

William BarrarPresident of Innovative Alliances and former CEO of a U.S. Department of Commerce Manufacturing Extension Partnership programCurry's unique customer marketing method finally gives an easy-to-understand, practical underpinning to the wide range of customer relationship methodologies, and it is as applicable for the small to medium-sized business as it is to the Fortune 500.

Robert ThompsonPresident, Front Line SolutionsAnyone thinking about Customer Relationship Management (CRM) should read The Customer Marketing Method first -- definitely before buying any CRM software. Curry clearly explains what CRM is, how to get started, and what the payoff is for companies that really understand their customers. Don't start your CRM project without it!

Barry AllenExecutive Director, Consumer Business Network, Inc.The Customer Marketing Method should be the centerpiece of every business in the customer maintenance effort. Curry not only shows the way but provides the tools to maintain and proliferate your customer base.

Kerstin PlehweFounder and Chairman, The European Center of Database MarketingThere are many books on the topic of Marketing in the Technology Age. But The Customer Marketing Method is a truly excellent and entertaining way to explain what customer relationship management really is. Plus, it not only provides theory -- it also provides numerous cases and offers down-to-earth help to managers in all phases of implementation.

About the Author

Jay Curry was born and bred in Armonk, New York. He received a B.A. degree at Bates College and a Master of Science degree at the Boston University School of Public Communications. As an independent consultant specializing in introducing and implementing "direct marketing" in companies without experience in that discipline, Jay Curry was often confronted with top managers who had limited knowledge of direct marketing or were skeptical about its benefits. In 1989 he formulated the basic concept of Customer Marketing to resolve this problem. In 1991 he co-founded MSP Associates, an Amsterdam-based consulting company that helps larger and international companies implement CRM, using Customer Marketing as a platform. MSP Associates has served such clients as Xerox, DHL, Kimberly-Clark, ING Bank, Philips, and a number of other European companies.

Also in 1991, Curry completed the manuscript for his book on Customer Marketing, which was subsequently published in a number of editions in the Netherlands, England, France, Germany, Italy, and Brazil. His English-language books were published by Kogan-Page in London under the titles Know Your Customers and Customer Marketing: How to Increase the Profitability of Your Customer Base.

See all Editorial Reviews

Product Details

• Hardcover: 224 pages
• ISBN-10: 0684839431
• ASIN: B0000645WO
• Product Dimensions: 9.6 x 6.5 x 1 inches
• Average Customer Review: 4.5 out of 5 stars  See all reviews (10 customer reviews)
• Amazon Best Sellers Rank: #899,508 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

21 of 24 people found the following review helpful:

4.0 out of 5 stars An Essential and Timely Reader, April 10, 2000

By 

iccha - See all my reviews

This review is from: The Customer Marketing Method: How To Implement and Profit from Customer Relationship Management (Hardcover)

The book is a great guide fort small and medium-sized business owners . Jay Curry explains how CRM can help managers boost profits by implementing a customer-focused strategy. Throughout The Customer Marketing Method, the emphasis is always on practical steps to "make it happen." It is essential and timely reading for owners of small and medium-sized businesses as well as managers of small business units within larger firms.

5 of 6 people found the following review helpful:

5.0 out of 5 stars Customer Communications Consultant, June 18, 2001

By 

Carol Parenzan Smalley (Johnstown, NY USA) - See all my reviews

This review is from: The Customer Marketing Method: How To Implement and Profit from Customer Relationship Management (Hardcover)

Chairman of the Customer Marketing Institute, co-founder of consulting group MSP Associates, and CRM "guru" Jay Curry takes readers on an international journey "through the pyramids." Using the "rest of the world" as the foundation to the pyramid structure, Curry shows readers how to build on suspects and prospects and carry them to the top of the customer pyramid. From inactive customers to top tier clientele, Curry offers valuable information, trends, statistics, and real-life

examples.

This is not simply a book about customers. It is a handbook for anyone who has customers. Curry goes beyond traditional customers and offers his version of the e-Customer and special considerations for marketing to this virtual audience. Filled with action items, the book is formatted with numerous graphics in a manner that is easy to digest and quick to place into service.

Whether you are a small business owner or a manager in a multi-division corporation, this book has information you can read today and use tomorrow, building a customer pyramid with not only a firm foundation but also a top filled with satisfied, and profitable, customers.

5 of 6 people found the following review helpful:

5.0 out of 5 stars Getting down to bare facts !!!, February 11, 2001

By 

Rico Ho (Kuala Lumpur, Malaysia) - See all my reviews

This review is from: The Customer Marketing Method: How To Implement and Profit from Customer Relationship Management (Hardcover)

After reading several books about CRM, I was just about to give up on learning anything useful. Most of the time, you get a long winded description of the obvious (stuff from Dick Lee are a good example) This book is concise and clearly tells you what is out there and how to get it. Excellent materials ... well maybe except for the last section on internet marketing - too brief and no enough of stuff to chew on... If you need to read up on CRM... you know the drill.