as the subtitle indicates, this is a book based on traditional database marketing with the strengths that you would associate with that. It is competent at describing the development of a marketing database, and also covers strategic thinking about CRM. One of its strengths is its approach to value segmentation and value metrics, basically making sure that customers are profitable. It's got a solid section on loyalty programs, probably not front of mind as a priority in most enterprises today, although the ongoing role at Tesco means they shouldn't be written off. it's also competent on basic campaign management, data mining and has a number of interesting case studies. Organisation is sensible, writing clear and graphics (black and white) generally good.
However there are some significant weaknesses. Despite being published in 2005, it pays very little attention to the online space and all of those implications for channel management and for new applications of CRM. in completely misses the issue of alignment with the brand (there is no section on brand management) and is also weak on service development, product development and customer experience. It's also got some very curious studies that take up quite a number of pages consisting more or less of academic journal papers transplanted to the textbook. The emphasis is also quite American.