Part II: What Needs to Change

Chapter List

Chapter 6: Permission in Action—The Internet as a Permission-Only Zone

Chapter 7: Type, Point, Click, and Send Now—Cheaper and faster than a letter, less intrusive than a phone call, less hassle than a fax

Chapter 8: Who’s Minding the Store?: CMR Is Not About How You Look At Customers—It’s About How Customers Look At You

Chapter 9: Personalization Technology—Boon or Bust? Empowering the Customer Requires More than Just Personalization

Chapter 10: But What About the Loyalty Card?—Does CMR Mean the End of Traditional Loyalty Marketing?

Chapter 11: No Card? No Problem! Customers Tell Us a Lot Without Volunteering Personal Information

Chapter 12: All Cows Look Alike: Brand Building—It Begins and Ends with the Customer