CRM and brand value -- CRM explained: Barclays Bank: getting personal ; Pan Pacific Hotel: reading customers' minds -- Brand-building benefits of CRM: Mercedes-Benz: design and launch of the new "M" class off-roader ; British Airways: building brand loyalty with CRM -- Organizing for brand managemnet and CRM: Sony(India): case history ; Internal CRM in a retail store -- Buiding brand value through customer profitability: The Concourse Securities Co.: understanding your customer base -- Implementation strategy: Exabyte Corporation: Faster response to customer orders -- Making your brand more customer-focused: Eon, Malaysia: brand repositioning in the motor industry -- Final steps and touches: ProvisionShop/Nestle: business-to-business CRM -- New media: The challenges for branding and CRM: Carphone Warehouse: extending the brand experience via the web ; it4me plc: hi-tech hi-touch branding on the internet ; Sony(Australia): launching a new product on the internet

1. Relationship marketing
2. Brand name products -- Marketing