CONTENT Preface Acknowledgement Part I. The Marketing Revolution 1. Marketing’s challenge 2. The arrival of the digital age 3. How can marketing respond? Part II. Getting to Know the Costumer 4. Conducting marketing research 5. Creating cortumer insight Part III Managing the Costumer Relationship 6. Creating the costumer database 7. Database marketing and direct marketing 8. Relatinship marketing Part IV Developing the Costumer Offering 9. Product - more variety, faster 10. Price - what are you prepared to pay? 11. Place - your place or mine? 12. Promotion - the market of one Part V Delivering the Offering to the Costumer 13. Improving sales force effectivenss 14. Delivering customer service and support 15. Developing marketing systems that work Index