How to Win by Letting Customers Manage the Relationship
by Frederick Newell, Bloomberg Press, 2003
I’ve read this book a couple of years ago meanwhile preparing my master-thesis regarding the paradigm shift of customer orientation.
Why you should read Why CRM Doesn’t Work
Customer Management of Relationships (CMR) is not a tactic or gimmick – it’s a new way of looking at your business. Author Frederick Newell promises that CMR will put your customers where they should be: at the forefront of your company’s efforts. Newell, an international marketing consultant and leading Customer Relationship Management (CRM) authority, explains that a strong relationship with customers is essential to success. Although his book is unnecessarily repetitive at times and poorly organized, he provides excellent advice for companies already on the road to improving their customer interactions. Valuable testimony from experts accompanies numerous case studies. Whether you took a ride on the CRM train, or not, if you want better customer relationships for your business, getAbstract.com thinks this book may be your ticket.
About the Author
Frederick Newell, an international marketing consultant, has helped multinationals as well as small businesses develop and manage customer relationship strategies. He consults for companies in the U.S., Canada, the U.K., Brazil and Argentina. He is also the author of Loyalty.com, Wireless Rules and The New Rules of Marketing.