Romancing the Customer: Building Power Relationships Between Customer and Brand Equity

An excellent book covering all aspects of loyalty and CRM set up in an engaging and easy to follow manner. Full of case study examples and suggestions. This book really demonstrates the close relationship between brand and CRM and how to maximize the effectiveness of this approach. The book is however out of date and whilst the content provides an excellent understanding and foundation principles of CRM which should be still as valid today as ever, there have undoubtedly been many developments since. The book goes up to 2001 so making it a good book to gain core understanding but one that should be followed up with newer offerings. Get it, read it,absorb it and link it to newer publcations and i think you will get the most from what this can offer.