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VINE VOICEon 3 June 2009
It is a pity this book was published in 2001 because it has many strengths and clearly recognises some of the direction in the future, including the way the Internet is changing the rules, and specifically notes the development of online customer communities in the web space, a prescient recognition given that it predates Web 2.0.

It has a good section (about 40% of the book) on implementing CRM, from planning the program to managing the project, and this is based on a platform of four chapters that describe CRM's role in marketing, customer service, sales force support and automation, and the development of e-business. It also describes the analytical processes, including data mining and modelling. None of these sections is really in depth, but each of them gives a solid introduction. Like most CRM books and thinkers, it is weak on brand and doesn't really understand the role of alignment and brand building as the other half of customer loyalty development. It's also not strong on customer experience and the development of value for customers

The writing is clear and easy, the black-and-white diagrams using informal but attractive style

It would therefore be fairly useful for a manager of an enterprise project or people needing to study this subject on a university or diploma marketing course.
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