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CRM Marketing Books
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CRM
Loyalty Marketing
Direct Mail / Database |
Online
General Marketing
General Business |
Consumer Demographics
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CRM |
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"The One to One Future: Building Relationships One Customer at a Time"
by Don Peppers, Martha Rogers |
The grand Daddy and Mommy of CRM. Pioneering work on how to reach your customers |
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"The One to One Fieldbook: The Complete Toolkit for Implementing a 1To1 Marketing Program"
by Don Peppers, Martha Rogers
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This companion to "The 1:1 Future" offers a step by step guide on how to implement a 1:1 program |
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"Unleashing the Ideavirus"
by Seth Godin |
The ultimate source on viral marketing |
Or... download a free pdf format. |
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"Essentials of CRM: A Guide to Customer Relationship Management" (Essentials Series)
by Bryan Bergeron
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A quick read. Somewhat high level but, "Byron Bergeron breaks down CRM into its component parts, and in so doing, helps the reader grasp just what makes the price so high, and why it might all be worthwhile. In his discussion, Bergeron touches on the major suppliers of CRM technology, the need for employee training, implementation issues, and virtually every other factor an executive might need to consider in evaluating whether or not to undertake a CRM program." |
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Salesforce.com Secrets of Success: Best Practices for Growth and Profitability
by David Taber |
Whether you're implementing Salesforce.com or some other CRM system; a worthy companion to guide you through the critical considerations and steps of an implementation. |
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"The Customer Differential: The Complete Guide to Implementing Customer Relationship Management"
by Melinda Nykamp |
A step-by-step blueprint for implanting CRM at the core of every organization (4 step process) |
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"Customer Equity: Building and Managing Relationships as Valuable Assets"
by Robert C. Blattberg |
Nothing that Brian Woolf or Frederick Reicheld haven't talked about for years - managing your customer relationships as an asset. A good primer. |
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"The CRM Handbook: A Business Guide to Customer Relationship Management"
by Jill Dyche |
"...lots of factual information, real case studies, carefully considered commentary, and reasoned criteria with which to evaluate CRM products and strategies." |
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"Relationship Marketing: New Strategies, Technologies, and Techniques to Win Customers You Want and Keep Them Forever"
by Ian Gordon |
Who better to explain how to implement a relationship marketing programe or outline the tools for measuring results than a Canadian (Canadian's have been at the forefront of CRM marketing). This book explores the key enablers in successful relationship marketing. |
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"Targeting Transitions: Marketing to Consumers During Life Changes"
by Paula Mergenhagen DeWitt, Paula Marie Mergenhagen |
A good primer on lifestage/ lifecycle marketing. The author does a good job in identifying consumer stages (which helps the reader to begin his/her thinking) but does not give the marketer specifics to develop programs around these transitions. That's for another book... we hope. |
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"Ultimate CRM Handbook"
by John Freeland |
With a lot of case studies, this book provides deep expertise in the following areas: Customer strategy and insight; Customer interaction management; Offering development; Human performance and Brand integration. |
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"Performance-driven CRM - How to Make Your Customer Relationship Management Vision a Reality"
by S. Brown
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"'Performance-Driven CRM' shows you how to apply a balanced scorecard approach to your customer care initiatives. This practical hands-on guide provides you with the tools and techniques to measure and monitor, not for control purposes, but to help you make your vision of CRM a reality." Plenty of case studies. |
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"CRM in Financial Services: A Practical Guide to Making Customer Relationship Management Work"
by Merlin Stone |
Devoted exclusively to showing how organizations in this sector can improve their CRM and achieve their desired return on investment. Packed with international case studies and examples. |
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"Why CRM Doesn't Work: How to Win by Letting Customers Manage the Relationship"
by Frederick Newell |
Newell explains how current CRM has failed, what needs to change, and how to make it work through new thinking and new technology. (Foreward by Seth Godin) |
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"CRM Automation"
by Barton Goldenberg |
A practical primer that serves as a usable CRM guide for business decision-makers and technical implementers. Includes a handy step-by-step implementation guide. |
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Loyalty |
Marketing |
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"Customer Specific Marketing: The New Power in Retailing"
by Brian P. Woolf |
Outstanding book for explaining and exploring the economic value of keeping a customer |
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"The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value"
by Frederick F. Reichheld |
A bit theoretical, Reichheld takes Loyalty beyond the customer and to the whole organization |
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"The Future of Competition: Co-Creating Unique Value with Customers"
by C. K. Prahalad |
A little New Age-ish but the gist is right. Personalized experiences unique to the individual consumer is the wave of the future. While this book covers many industries with a distinct customer service perspective, the thinking is very applicable to the development of cutting edge Loyalty Probrams |
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"Scoring Points: How Tesco Is Winning Customer Loyalty"
by Clive Humby |
Highly recommend. Humbly was the lead consultant who helped Tesco (UK supermarket chain) reinvent itself through its Clubcard. Tesco now sells banking services, insurance products, utilities, vacations, cars etc. They have grown their share of customer spending in the UK to a phenomenal degree with their Clubcard being a driving force. Tesco now counts for a reported $1 in every $12 that is spent in retail in the UK, which is just an unbelievable figure. |
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NOTE: We only list four Loyalty Marketing books as these three are the only ones you really need.
See also Online
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Direct/Database |
Marketing |
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"The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy"
by David Shepard Associates |
"Excellent step by step instructions on every pertinent direct marketing concept. This is the only good "how-to" book that you will find on such a wide variety of topics. Relevant Topics include: Setting up a marketing database & using statistics to predict response & segment customers!" |
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"Successful Direct Marketing Methods"
by Bob Stone |
"A classic text" |
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"Direct Marketing: Strategy, Planning, Execution"
by Edward Nash |
A classic reference book |
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"Response! The Complete Guide to Profitable Direct Marketing"
by Lois K. Geller |
A practical guide with actual strategies used by real clients. |
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"The Next Step in Database Marketing -- Consumer Guided Marketing"
by Dick Shaver |
Rather than using just demographic information, this book outlines how to use highly focused questionnaires to identify individuals who are the most likely to buy and how to communicate with them. |
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"Strategic Database Marketing: Masterplan for Starting & Managing a Profitable,Customer-Based Marketing Program"
by Arthur M. Hughes |
An influential book with excellent coverage of RFM, and lifetime value |
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"Database Marketing: The Ultimate Marketing Tool"
by Edward Nash |
A good introductory book. While it needs some updating, it has good coverage of case study examples. |
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"Building Data Mining Applications for CRM"
by Alex Berson |
This text provides comparison and contrast to different approaches and tools available for contemporary data mining. It offers a step-by-step plan to help readers develop a personalized approach. The perfect book to give you a firm foundation to keep up with the best of them. |
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"S.U.R.E. - Fire Direct Response Marketing"
by Russell M. Kern |
A step by step guide on how to build a B2B sales leads database |
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"Managing by Defining Moments: America's 7 Generational Cohorts, Their Workplace Values, and Why Managers Should Care"
by Geoffrey E. Meredith |
While most marketers are focussed on Gen X, don't forget Gen N (25 and under) - The N-Gens surprisingly enough are the most similar to the World War II cohort of the 7 identified segments. An interesting read and a new way to look at the marketplace. |
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Online |
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"CRM at the Speed of Light: Capturing and Keeping Customers in Internet Real Time"
by Paul Greenberg
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An insightful book revealing winning strategies and cultural changes necessary for leveraging the latest technologies to acquire and retain customers. "Finally, there is a consolidated source on this subject that can be used by the novice as well as the expert. It's like eCRM university between two covers" |
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"Selling Online: How to Become a Successful E-Commerce Merchant"
by Jim Carroll
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A good primer for selling online - everything from the most important features to look for in an online storefront solution to methods for generating customer loyalty |
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"Permission Marketing: Turning Strangers Into Friends, and Friends into Customers"
by Seth Godin |
The Grand Daddy of online permission marketing. He was way ahead of the curve... and still is. |
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"Loyalty.com"
by Frederick Newell |
CRM online. Covers all the hot topics, including customer privacy alone. More dot comers need to read this book. |
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"e-Loyalty: How to Keep Customers Coming Back to Your Website"
by Ellen Reid Smith |
Seth Godin, Author: 'Permission Marketing & Unleashing the Ideavirus,' "It's impossible for a web site not to succeed with following all of the advice in this book. Period." Any questions? |
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"The Engaged Customer: Using the New Rules of Internet Direct Marketing to Create Profitable Customer Relationships"
by Hans Peter Brondmo |
A worthy book from a leading online personality. |
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"Taking Care of eBusiness"
by Thomas M. Siebel |
Yup, that Siebel. The founder and CEO of Siebel Systems. A great look at the future of business... even post dot com. Highly recommended, if not only for its case studies. |
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"Customers Rule! Why the E-Commerce Honeymoon is Over and Where Winning Businesses Go From Here"
by Roger D. Blackwell and Kristina Stephan |
E-commerce represents an evolutionary step. This book is about getting back to basics - profit! |
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"Wireless Horizon: Strategy and Competition in the Worldwide Mobile Marketplace"
by Dan Steinbock |
A straight forward look at the future of wireless applications, mobile content, and m-commerce. |
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"M-Business: The Race to Mobility"
by Ravi Kalakota, Marcia Robinson |
Considered the definitive guide for M-commerce by a renowned Web visionary. |
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"Wireless Rules: New Marketing Strategies for Customer Relationship Management Anytime, Anywhere"
by Frederick Newell |
Okay, so wireless didn't rule at the end of the day. But it was going to when this book was written. While wireless may take some time to come to fruition, this is a good read for those considering wireless connectivity. |
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