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

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The New Rules of Marketing: How to Use One-To-One Relationship Marketing to Be the Leader in Your Industry ReviewWhile I agree with others who have noted that this book is somewhat out of date, I still found his insights, gained from participating in CRM projects, quite useful.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.The New Rules of Marketing: How to Use One-To-One Relationship Marketing to Be the Leader in Your Industry OverviewAiming 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.

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