The New Direct Marketing. This book is the classic work on the art and science of database marketing. Hughes, Arthur M. Strategic Database Marketing. Perseus Press. 1993. Throws out hierarchy and long term planning in favour of real time management, focussing on delivery, results and meeting customer needs instantaneously.
Enthusiasm sometimes clouds insight, but the focus on the instinctive corporation is sound.
Peppers, Don and Martha Rogers. One Customer at a Time. Selling more products to fewer people is not only more efficient but more profitable. Wordy in parts, and the libertarian politics can be a little off-putting. Peppers, Don and Martha Rogers.