Loyalty.com
(Frederick Newell)
This book is a delightful result of Frederick Newell?s recent indoctrination in marketing through the World Wide Web. Newell is an internationally acclaimed professional and part-time academic who specializes in database marketing. He admits in his preface that he?s a bit of a "geezer" - because his 1997 book, The New Rules of Marketing, lacked a Web component, which undermined its newness. In an effort to rectify that, he reconciles the impressive database-mining and customer relationship concepts from his earlier book with today?s rapidly changing cyber-marketing theories and practices. Newell clearly is excited by what he has belatedly learned about the Web?s potential, and provides on-target case studies to support his points.
Resumos Relacionados
- Marketing Management
- Data Mining Cookbook
- Offensive Marketing In E-business: Winning Loyal Customers - Using Crm Potentials
- Marketing For Everybody
- Purple Cow
|
|
