primers
customisation
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customisation and marketing
Stacey Bresler &
Charles Grantham's Communities of Commerce: Building
Internet Business Communities to Accelerate Growth,
Minimise Risk & Increase Customer Loyalty (New
York, McGraw-Hill 00) promises more than it can deliver.
It is doubtful that virtual communities of the sort
highlighted by Bresler & Grantham have produced
significant profits for the particular businesses and will
do so in future.
Brian Clegg's The
Invisible Customer: Strategies For Successful Customer
Service Down the Wire (London, Kogan Page 00) is
a readable introduction to
customer management issues and practices; less detailed
and more anecdotal than Newell.
Nick Earle & Peter
Keen's From .Com to .Profit: Inventing Business Models
That Deliver Value & Profit (New York, Jossey-Bass
00) is another introduction based on relationship-building as
the key to online profitability.
Seth Godin's Permission
Marketing (New York, Simon & Schuster 99) is
a spritzy
introduction to 'permission marketing' (aka customer
relationship management) by a Yahoo executive and
marketing bad boy. Fred Newell's Loyalty.com
is less entertaining but has more depth
Net Gain: Expanding Markets Through Virtual
Communities (Boston, Harvard Business School Press 97)
by John Hagel & Arthur
Armstrong is evangelistic but often
unconvincing.
Mary Modahl's Now or
Never: How Companies Must Change Today to Win the Battle
for Internet Consumers (New York, HarperBusiness 99)
is an advertorial for Forrester Research - glib, mechanistic,
breathless. It's a best seller but less valuable than
Hoque or Deise, noted on the preceding page of this
profile.
Frederick Newell's Loyalty.com
(New York, McGraw-Hill 00) is a useful
introduction to customer relationship management
principles and CRM databases.
Enterprise One to One: Tools for Competing in
the Interactive Age (New York, Doubleday 97) by Don Pepper & Martha
Rodgers is not
recommended: we disagree with their assessment that online
consumers are zombies craving direction from an ecommerce
server. E1 to 1 is neatly deflated in Seduction
of the Affluent , a short but pungent review
by Walter
Effross in the Journal of Internet Banking &
Commerce.
Patricia Seybold's Customers.com
(New York, Times 98) hammers home the point that you must
be driven by your customers, not by your IT people or the
turtlenecks. It has a companion site
Dave Siegel's Futurize
Your Enterprise (New York, Wiley 00) is a tract by
peripatetic designer (of Creating Killer Websites
fame) and entrepreneur. It's a heady mix of dot com
hype, zany futurism and insights about online
customers
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