• In-depth coverage on how managing customer relationships can drive profits, generate higher margins, and increase customer loyalty
• The IDIC framework (Identify-Differentiate-Interact-Customize) designed to help a company build valuable customer relationships and to help students learn the fundamentals of increasing customer value
• Pioneering theories and principles of individualized customer relationships
• An overview of relationship theory
• Guidelines for identifying customers and differentiating them by value and need
• Tips for using the tools of interactivity and customization to build learning relationships
• Coverage of the importance of privacy and customer feedback
• Advice for measuring the success of customer-based initiatives
• Insight into the future and evolution of retailing
• Organizing and managing for increased customer valuations through improved metrics
• Examining the role of supply chain and retailing in customer strategy

Written for both professionals and academics, it makes an excellent text for advanced marketing and management courses.