Greenberg's book features pointed advice regarding the most common CRM topics(SFA, Marketing...). Another chapter I found useful was the chapter detailing the layout of CRM implementations. Although a good read, I have some criticisms: 1. The author is a bit biased to some vendors. 2. Not the best written book. The grammar and structure is not very conducive to "demystifying" CRM. Not a great pleasure to read this book (although quite informative).

Perhaps the best feature of this book is the great CRM business ideas that it features. It gets the reader thinking "maybe I should start a company and use some of these business ideas". Case in point: read the PRM and verticals chapter. Good for people looking to start their own CRM consultancy.

As a relatively new consultant in the CRM world its hard to know exactly how CRM fits in its broadest scope. Trying to decipher CRM piece by piece can cause migrains the size of Mount Olympus. Mr. Greenberg's book brings all of the components together and presents them in an easy to understand often times humorous way. If you want to know how the seperate disciplines of CRM interact with one another as well as the existing systems of a company and why this is of benefit to a company, then this book is a must read. Or, if you just want to know what the heck CRM is, who the major players are and where the future of the industry is going, it is an irreplacable tool. I recomend this book to anyone who remotely deals with the CRM industry.

When was the last time you read a business book written by an industry insider, and was so captivated by the book's content that you couldn't put the book down?? Well, author Paul Greenberg treats the reader to such a rare experience.

Whether you're the CEO of a company concerned about customer loyalty/profitability, a project leader charged with selecting and imlementing a CRM initiative, or a consultant within the CRM industry, this book is for you.

The biggest challenge the Business/CRM world faces today is understanding the delineation between CRM as a business strategy, and CRM as an enabling technology. No easy task! But Paul Greenberg clarifies this with incredible ease.

The author also, with zero techno-geek language, provides significant insights into areas of CRM such as: What IS CRM/What is it NOT?,Why your company needs CRM!!, ECRM versus CRM(a topic in the business world that seems to be strewn with much confusion), Who the real CRM players are....and why they are REAL, and What roles the internet and wireless applications are playing today, and in the future, and much, much more.

So if you're looking to become "CRM literate", or want to add to your CRM knowledge base, and want to actually have fun doing it-Paul's book is interspersed with humorous tidbits- GO BUY THIS BOOK!!