The New Rules of Marketing: How to Use One-To-One Relationship Marketing to Be the Leader in Your Industry [Hardcover]

Frederick Newell (Author)

Book Description

Publication Date: May 1, 1997

Aiming to uncover the secrets of communicating with the 21st century customer, this text shows readers: why customer knowledge will be the key to business success and survival in the future; which customer database reports and analyses are "need to know"; and why Paerto's law is not always useful.

Editorial Reviews

From the Back Cover

Traditional Mass Marketing is DEAD! Let database marketing sage Fred Newell help you understand the new ground rules. "Today an increasing number of marketing executives recognize the need to build a database of customers and prospects. However, not everyone knows why. Fred NewellOs book The New Rules of Marketing is an explanation of not only why a database is required for manufacturers and retailers, but a guide to how to build and how to use it. He explains clearly and interestingly why it is customers who count, and the building of relationships with them is the right path to profits. The book is full of wisdom and marketing truths, and the writing style leads you from idea to idea effortlessly. "I recommend Fred NewellOs book as a must read."NLester Wunderman, Chairman, Wunderman Cato Johnson. "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. "EveryoneOs talking about customer relationship marketing. Fred Newell actually shows how to make it happen. The New Rules of Marketing gives meaningful insights on how to thrive now and in the future by leveraging customer relationships and profitability. Fred combines his personal passion for this philosophy with practical examples to demonstrate the importance of customer intimacy." NJulia Adamsen, Senior Vice President, Corporate Marketing, KeyCorp. "Fred NewellOs common sense approach to marketing, combined with his extensive experience, enables him to take the reader beyond todayOs buzzwords to a very real understanding of how to know, acquire, grow, and keep good customers."NSusan J. Harvey, Vice President, Marketing, BloomingdaleOs. "Fred Newell writes brilliantly about the changing face of marketing and where itOs heading in the new millennium, and why the integration of a marketing database into modern marketing is absolutely essential."NHenry R. "Pete" Hoke, Jr., Chairman, Direct Marketing. "Fred Newell has always been a pioneer. This book is pioneering. It is essential reading for todayOs marketer."NDavid Mattingly, Chairman, Young & Rubicam Mattingly, Richmond, Victoria, Australia. Your next big customer is already in your database! Fred Newell, "The Father of Database Marketing," shows you in The New Rules of Marketing how to use new techniques and strategies to learn everything possible about your customers...and leverage that unique knowledge to grab a decisive competitive advantage! NewellOs fast-moving and entertaining book is packed with actual examples and case histories that explain: How to discover the powerful needs and desires that customers try to conceal; Creative strategies for growing and keeping more profitable customers; A step-by-step guide to building your own database marketing program; How advertisers, advertising agencies and the media will have to change to keep pace; The 5 next-century consumer trends that will change marketing forever.

Product Details

• Hardcover: 320 pages
• Publisher: McGraw-Hill Companies (May 1, 1997)
• Language: English
• ISBN-10: 0786312289
• ISBN-13: 978-0786312283
• Product Dimensions: 9.3 x 6.3 x 1.1 inches
• Shipping Weight: 1.7 pounds
• Average Customer Review: 3.7 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #3,258,162 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

3.0 out of 5 stars Good insights, but he should have checked his facts, January 14, 2000

By 

Rika - See all my reviews

This review is from: The New Rules of Marketing: How to Use One-To-One Relationship Marketing to Be the Leader in Your Industry (Hardcover)

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.

4.0 out of 5 stars Answer to "West Coast Reader," October 13, 1999, November 9, 1999

By 

Fred. Newell (Coronado CA) - See all my reviews

This review is from: The New Rules of Marketing: How to Use One-To-One Relationship Marketing to Be the Leader in Your Industry (Hardcover)

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.

2.0 out of 5 stars Entertaining, philosophy right on,tactically out of date, October 13, 1999

By A Customer

This review is from: The New Rules of Marketing: How to Use One-To-One Relationship Marketing to Be the Leader in Your Industry (Hardcover)

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.