Loyalty.com: Customer Relationship Management In the New Era of Internet Marketing.

• Author: Marshall, Jeffrey
• Position: Review

Frederick Newell. McGraw-Hill, 325 pp.

Don't be misled by the title: loyalty.com is much more about modern precepts on marketing than about the Internet per se. More than anything, it's a sequel to Newell's 1997 volume, The New Rules of Marketing, updated to reflect new thinking spurred by the rise of the Internet. Newell, a consultant and expert on customer relationship management (CRM), looks over the broad field of marketing to consumers and how to win their loyalty. He examines everything from the evolution of coupons and frequent-flyer programs to marketing to Baby Boomers and women. CRM requires knowledge and time, he suggests; like a fine wine, it can't be rushed.

CRM has bee hoisted to new heights by the massive computer power that developed in the 1990s and now the Internet -- which Newell calls...