Traditional Mass Marketing is DEAD! Let database marketing sage Fred Newell help you understand the new ground rules."Today an increasing number of marketing executives recognize the need to build a database of customers and prospects. However, not everyone knows why. Fred NewellÕs book The New Rules of Marketing is an explanation of not only why a database is required for manufacturers and retailers, but a guide to how to build and how to use it. He explains clearly and interestingly why it is customers who count, and the building of relationships with them is the right path to profits. The book is full of wisdom and marketing truths, and the writing style leads you from idea to idea effortlessly. "I recommend Fred NewellÕs book as a must read."ÑLester Wunderman, Chairman, Wunderman Cato Johnson.

"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."EveryoneÕs talking about customer relationship marketing. Fred Newell actually shows how to make it happen. The New Rules of Marketing gives meaningful insights on how to thrive now and in the future by leveraging customer relationships and profitability. Fred combines his personal passion for this philosophy with practical examples to demonstrate the importance of customer intimacy.

"ÑJulia Adamsen, Senior Vice President, Corporate Marketing, KeyCorp. "Fred NewellÕs common sense approach to marketing, combined with his extensive experience, enables him to take the reader beyond todayÕs buzzwords to a very real understanding of how to know, acquire, grow, and keep good customers."ÑSusan J. Harvey, Vice President, Marketing, BloomingdaleÕs. "Fred Newell writes brilliantly about the changing face of marketing and where itÕs heading in the new millennium, and why the integration of a marketing database into modern marketing is absolutely essential."ÑHenry R. "Pete" Hoke, Jr., Chairman, Direct Marketing.

"Fred Newell has always been a pioneer. This book is pioneering. It is essential reading for todayÕs marketer."ÑDavid Mattingly,Chairman, Young & Rubicam Mattingly, Richmond, Victoria, Australia. Your next big customer is already in your database! Fred Newell, "The Father of Database Marketing," shows you in The New Rules of Marketing how to use new techniques and strategies to learn everything possible about your customers.and leverage that unique knowledge to grab a decisive competitive advantage! NewellÕs fast-moving and entertaining book is packed with actual examples and case histories that explain: How to discover the powerful needs and desires that customers try to conceal;Creative strategies for growing and keeping more profitable customers; A step-by-step guide to building your own database marketing program; How advertisers, advertising agencies and the media will have to change to keep pace;The 5 next-century consumer trends that will change marketing forever.