The customer marketing method

the long version

"Today the hottest new area of marketing is Customer Relationship Management (CRM) - the discipline of identifying, attracting, and retaining a company's most valuable customers. CRM expert Jay Curry, and his Internet-expert son, Adam Curry, have written a clear, step-by-step guide to profiting from this movement, with strategies that are aimed at the small and medium-sized business owners who need them most." "Jay Curry explains how CRM can help managers boost profits by implementing a customer-focused strategy. Using easy-to-understand graphics, he introduces the customer pyramid - segmented as "Top," "Big," "Medium," and "Small"--To help the reader visualize, analyze, and improve customer profitability. Combining practical how-to directives with CRM reference information, the book includes a case study, "InterTech," that allows readers to see customer-focused strategy in action." "The final third of this practical, easy-to-read book is devoted to the Internet. This section includes mini-cases and tips to help managers use the Internet to complement current marketing and sales activities and ends with guidelines to test out the new paradigms of e-commerce." "Throughout The Customer Marketing Method, the emphasis is always on practical steps to "make it happen." It is essential and timely reading for owners of small and medium-sized businesses as well as managers of small business units within larger firms."--Jacket.