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Book Review

Review of <i>Loyalty Marketing for the Internet Age</i>

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This story appears in the January 2001 issue of Entrepreneur. Subscribe »

For an easy-to-understand look at the world of electronic (eCRM) in today's , look no further than Loyalty Marketing for the Internet Age (Dearborn Trade, $25.95) by Kathleen Sindell. This comprehensive guide to the sometimes confusing subject of eCRM provides clear instruction, and action steps. Instead of using jargon or "geek speak," this book offers a clear understanding of how to get to return to your Web site again and again. The book is divided into three parts: an introduction to eCRM practices on the Web, which explains why is more important now than ever before; the eCRM Customer Loyalty Process, which illustrates how you can measure and develop an online loyalty and retention strategy; and, finally, the eCRM Customer Loyalty Infrastructure, which shows you how to personalize your marketing efforts and gather customer information.


Melissa Campanelli is a technology writer in Brooklyn, New York, who has covered technology for Mobile Computing & Communications and & Marketing Management magazines. You can reach her at mcampanelli@earthlink.net.

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