The New Rules of Marketing: How to Use One-To-One Relationship Marketing to Be the Leader in Your Industry

"Fred Newell has pulled together the basic principles for marketing in the 21st century. The year 2000 is just around the corner. DonÕt wait until then to update yourself."ÑStanley Marcus, Chairman Emeritus, Neiman Marcus. Fred Newell, "The Father of Database Marketing," shows in The New Rules of Marketing how you can use dramatic new techniques and strategies to learn everything possible about your customers...and leverage that information into dramatically increased sales! Written in fast-moving and humorous style, NewellÕs book is packed with actual examples and case histories that explain: How to discover the powerful needs and desires that every customer tries to hide; 5 important consumer trends that will impact the marketing scene well beyond the year 2000; a step-by-step guide to building your own database marketing program; and the 5 new century consumer trends that will change marketing forever. Database marketing pioneer Fred NewellÕs The New Rules of Marketing reveals the new technologies you will need to uncover and analyze your customersÕ invaluable wants and needs, and shows you how to design your marketing efforts to cater to each and very customer!

Frederick Newell virtually created the field of database marketing over 25 years ago, and has seen it adopted in one way or another by successful marketers around the globe. Today he is CEO of the international consulting firm Seklemian/Newell, which helps companies of every size develop and implement profitable customer-based marketing programs. Newell is sought after as a speaker in the U.S., Canada, Mexico, Latin America, and Australia, and serves as columnist, contributing editor, and editorial director for important national and international advertising/marketing trade publications. He was named Advertising Professional of the Year in 1985, and has been elected to the Retail Advertising Hall of Fame. He and his wife live in Coronado, CA, where between consulting and writing assignments he disappears on his 50-year-old wooden catboat.