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

by Frederick Newell (Author) "Once upon a time there was a young boy named Tim..." (more)
Key Phrases: decile report, dialog with customers, internal market share, United States, United Kingdom, Direct Marketing Association (more...)

Product Details

• Hardcover: 320 pages
• Publisher: McGraw-Hill Companies; illustrated edition edition (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.com Sales Rank: #1,951,944 in Books (See Bestsellers in Books)

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

While I agree with others who have noted that this book is somewhat out of date, I still found his insights, gained from participating in CRM projects, quite useful.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 "frednote" (Coronado CA) - See all my reviews

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2.0 out of 5 stars Entertaining, philosophy right on,tactically out of date, October 13, 1999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

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.