Includes bibliographical references and index.

A few historical perspectives, basic ground rules, and -- Looks into the future never hurt anybody -- Is viral marketing an epidemic? if so, what's the cure? -- Simpler is often better: acquiring, managing and applying -- Divisible customer data -- Targeting messages and managing experiences, Part I What clicks with customers, and what doesn't -- Targeting messages and managing experiences, Part II Be mindful of the customer life cycle -- Targeting messages and managing experiences, Part III How committed and involved are your customers? -- Better find out fast! -- Best of the best new relationship and data tools -- The pivotal emerging data importance of customer clubs -- Loyalty programs, and communities -- How does, or will, customer service fit into the mix? -- Virtual and real return on relationship investment -- (not) back to the future.