Online retailers like Amazon.com and e-Bay are changing the face of shoppingmuch as malls did in the 1970sand companies must master new rules to keep customers coming back. Loyalty.com shows companies how to shift their focus from impersonal database marketing to true customer relationship management (CRM), blending CRM and Web strategies to outline a program for lasting customer relationships.
Case studies and real-world examples show CRM in action and provide E-commerce marketing strategies for both business-to-customer and business-to-business success. Packed with analysis tools and measurement techniques for holding customers in an increasingly fragmented marketplace, Loyalty.com coversthen goes beyondInternet and e-mail to reveal comprehensive programs for keeping customers well into the 21st century.
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