Chapter 4: Why Do We Have Two Ears and Only One Mouth?

Chapter 4: Why Do We Have Two Ears and Only One Mouth?

1. “Navigate the Maze,” Advertising Age, October 30, 2001, p. S1.

2. Kris Oser, “CRM Best Medicine for Prescription Drug Sector,” DIRECT Newsline, March 21, 2002, p. 1.

3. Don Peppers, “A Prescription for CRM Pharma Karma,” INSIDE 1to1, January 12, 2002, pp. 2–3.

4. Don Peppers, “A Healthy Base for E-Customer Relationships,” INSIDE 1to1, January 12, 2002, p. 6.

5. For more detailed information on the ideas in this chapter, read Wireless Rules: New Marketing Strategies for Customer Relationship Management Anytime, Anywhere by Frederick Newell and Katherine Lemon (New York: McGraw-Hill, 2001).