CHAPTER 6· RELATIONSHIP MARKETING USING THE INTERNET
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Chaffey, D. (2003) Total E-mail Marketing. Butterworth Heinemann, Elsevier, Oxford. A
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Reichheld, F. and Schefter, P. (2000) E-loyalty, your secret weapon, Harvard Business Review,
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Tapp, A. (2005) Principles of Direct and Database Marketing, 3rd edn. Financial Times/Prentice
Hall, Harlow. A well-structured guide to best practice in direct and interactive marketing.Web links
ClickZ(www.clickz.com). An excellent collection of articles on online marketing commu-
nications. US-focused. Relevant section for this chapter: CRM strategies. CRM Today(www.crm2day.com). A portal with articles about the practical aspects of
deploying CRM technology. Database Marketing Institute(www.dbmarketing.com). Useful collection of articles on
best practice.