This is basic and timely reading for owners of small and medium-sized businesses, as well as managers of small business units within larger firms who are looking to gain a better understanding of ways to approach CRM. It is written clearly and concisely to capture the basic fundamentals of this area of marketing. However, while the reader can easily understand and relate to the ideas presented, the book does not serve as a strategic reference to improve upon existing CRM strategies. (c) text book reading