So much BS is written about relationship management in the current era of consumer power that you need a power-shovel to find any gems in the smelly stuff.
Part of the challenge is that most of what you will find is tactical -- "here's what you need to do" -- and is not necessarily informed by a guiding philosophy of any kind.
The challenge with focusing exclusively on tactics is that you will quickly find no basis for making your tactical decisions. For that, you need some kind of a strategy. In developing a strategy, you will quickly find yourself trying to back your way into some sort of guiding philosophy.
I went questing for some meatier material to support a current project, and came upon a gem of a report about relationships and how to measure them.
See more in the next post.
Seth Godin's influential book, Permission Marketing, published 1999, has principles that seem to have been forgotten in the age of better targeting tools. What people seem to want now is HOW TO MAKE AN ABSOLUTE KILLING WITH EMAIL MARKETING ! Interestingly, the book is actually titled "E-mail marketing for Newbies", but Amazon kindly provided the marketing phrase. [Maybe they read the book. I confess I did not.]
The Cluetrain Manifesto, by David Weinberger, Christopher Locke, Rick Levine, Doc Searls and Jake McKee is also available free online. Or you can buy it from many retailers if you prefer a hardcopy read.