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"This book is like having an "expert program" at your beck and call to instantly serve up 50 years of priceless experience. Martin Baier is a whiz at making the complex easily digestible and showing just how valuable a customer can be made to be." -- Stan Rapp Chairman, Cross Rapp Associates "If you choose to read just one book on the subject of finding and keeping customers, this is it. It's unlikely that you'll find a more comprehensive, easy-to-understand book on the subject." -- Hermann Chan "As a practitioner and an academic, Martin Baier has written a "must-read" book for both audiences. He dwells with insight on the meaning of customer, ever mindful of the reader." -- Richard L. Montesi President, Direct Marketing Educational Foundation "I totally recommend this book to anyone who is serious about direct marketing and recognized the value of an individual customer. Direct marketing has always been driven by statistics and finance. This is no one better than Baier, a master teacher, to explain how the numbers and finance work in direct marketing." -- Derek Holder Managing Director, The Institute of Direct Marketing