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PRIMERESPONSE FORMS “RELATIONSHIP MARKETING ADVISORY BOARD”

Marketing Executives, Industry Luminaries Gather To Strategize on The Future of Relationship Marketing Founding Members Include, Patrick O’Halloran of Andersen Consulting, Ron Rose of priceline.com and Professor Robert Shaw of Cranfield Business School

Las Vegas-August 2, 2000-Prime Response, Inc. (NASDAQ, EASDAQ: PRME), a leader in business to consumer relationship marketing, today made its third announcement at the National Center for Database Marketing Summer 2000 conference, introducing the formation of its Relationship Marketing Advisory Board, a group dedicated to harnessing the knowledge of eMarketing to shape the future of relationship marketing strategy and technology. Chaired by PrimeResponse's Director of eCRM Strategy and Consulting, Joel Book, the initial board encompasses members from the marketing industry’s elite including executives, academics, luminaries and consultants. Steven Gal, Vice President of Marketing for PrimeResponse, will serve as the board's vice chairman and together with Joel Book will set the direction for the Relationship Marketing Advisory Board. The board plans to gather several times a year to exchange viewpoints and ideas, and will convene an annual symposium to discuss future trends and review best practices for integrated relationship marketing.

Founding members of the PrimeResponse advisory board include industry notables Patrick O’Halloran, a partner with Andersen Consulting’s CRM line of business, Ron Rose, CIO of priceline.com, and professor Robert Shaw, prolific author, consultant and eCRM industry visionary.

About Board Members

Patrick O'Halloran, Andersen Consulting
Patrick O'Halloran is the founder of Andersen Consulting's Customer Insight practice. He currently runs the U.S. Customer Insight team as well as five Customer Relationship Management solution centers. In addition, he is the client partner at eData.com, a startup company providing data services. O'Halloran, as a partner within Andersen's Customer Relationship Management line of business, has led numerous client engagements in the areas of call center operations, sales effectiveness and customer insight. O'Halloran has a B.S. from Arizona State University in accounting and an MBA in Management Information Systems from the University of Minnesota.

“In partnering with PrimeResponse, Andersen Consulting has delivered increased value to our clients’ eCRM initiatives,” said Patrick O’Halloran, a partner with Andersen Consulting’s CRM Line of Business. “It is evident that this visionary coalition will extend this same value to the market, and provide the benefit of our combined eCRM expertise to a global audience.”

Ron Rose, priceline.com
Ron Rose joined priceline.com, the leading Internet e-commerce brand, as the Company's Chief Information Officer in March 1999. Prior to priceline.com, Rose was the chief technology officer for Standard & Poor's where he led the development of many notable Internet initiatives including Xpresso, the leading JAVA financial desktop in the industry. Rose has led two successful technology start-up organizations focusing on telecommunications and technology consulting.

"This is an exciting and dynamic time for the e-relationship marketing industry, and I am honored to be part of an advisory board dedicated to shaping this company's future," commented Rose. "Through PrimeResponse's superior technology and business successes to date, it has demonstrated a visionary approach to the market; undeniably the Company is the most appropriate vendor to be leading this charge."

Professor Robert Shaw, Marketing Best Practice
Robert Shaw is a world-renowned consultant, author and visionary within the eCRM market. Shaw, who holds a PhD., MSc., and MA, leads his own successful consulting firm-Marketing Best Practice-and has provided strategic eCRM counsel to such industry titans as AT&T, IBM Global Services, Monsanto, H-P and British Airways. Shaw is a visiting professor of Marketing at the Cranfield School of Management, ranked in the world top ten business schools by the Financial Times. He is also the author of more than a dozen books, reports and articles including “Measuring and Valuing Customer Relationships” (Business Intelligence, 1999), “How To Transform Marketing through IT” (Management Today, 1994), and the seminal book, Database Marketing, 1987.

“As organizations become more customer-centric and increasingly marketing savvy, they are realizing the importance of making every customer interaction a highly personalized, value-added communication,” said Shaw. “The advisory board strives to help enterprises understand and demonstrate "Marketing Value Added", and our collective expertise will help shape technological advances for the benefit of enterprises and consumers.”

Joel Book, PrimeResponse
Prior to joining PrimeResponse as the Director of eCRM Strategy and Consulting, Joel Book was director of the Integrated Marketing Solutions practice for the eBusiness consulting firm DiaLogos, based in Boston. While at DiaLogos, Book led the development and implementation of integrated eCRM strategies for several clients including Outpost.com, Allstate, The United States Mint and Hasbro. Prior to joining DiaLogos, Book served as the President of J.E. Book & Company, Inc., an independent management consulting firm specializing in eCRM solutions. Among his clients were Microsoft, Hewlett Packard, Monsanto and The United Methodist Publishing House.

With more than 25 years experience in the acquisition and application of customer information for one-to-one marketing, Book is recognized for his ability to plan and direct the development and implementation of enterprise eCRM initiatives that maximize customer relationships and provide long-term competitive advantage. Steven Gal, PrimeResponse
Steven Gal has been involved with the Web since its commercial inception as an entrepreneur, corporate executive, educator and consultant. As a professor in the Entrepreneur Program at USC’s Marshall School of Business, Gal worked with MBA’s and entrepreneurs on marketing and sales strategies in the Internet arena. As a founder and CEO of a major venture backed corporate portal firm, Gal brought to market some of the earliest of the portal technologies. Gal has spent the last several years as a senior marketing executive in the eCRM space, and is currently Vice President of Marketing at PrimeResponse. An attorney and member of the California Bar, Gal received a bachelor’s degree in Business Management from Cornell University and a JD degree from the University of Southern California School of Law.

“PrimeResponse is delighted to announce this stellar roster of advisors to foster the future of relationship marketing,” commented Peter J. Boni, CEO of PrimeResponse. “Our ability to attract and assemble this undisputed talent-pool is a testimonial to our vision, technology and market leadership. We are confident that the Board’s collective wisdom will lead to advancements in the industry, while helping global, market-savvy organizations realize the promise of integrated, multi-channel marketing.”

About Prime Response, Inc.

Prime Response, Inc. (NASDAQ, EASDAQ: PRME) is a leader in business to consumer relationship marketing. Several of the world's leading companies have chosen PrimeResponse for its industry expertise and innovation. The Company's Prime@Vantage™ product suite maximizes an organization's return on their marketing investment while building more loyal and profitable customer relationships. The Prime@Vantage™ relationship marketing solution helps organizations easily analyze, plan, optimize, execute and track sophisticated direct marketing campaigns that span traditional channels (direct mail, call centers and advertising) as well as the latest electronic channels (Web, e-mail and wireless). A single view of all customer communications lets companies deliver the right message to the right person, at the right time, via the right channel-to increase response rates and ensure the best-possible customer experience. PrimeResponse is located in Cambridge, MA (corporate headquarters), London (international headquarters), Antwerp, Chicago, Denver, Frankfurt, Melbourne, Minneapolis, Munich, New York, Paris, San Francisco, Singapore and Sydney. More information is available at www.primeresponse.com, marketing@primeresponse.com, +1 617 876-8300 or +1 877-PRIME54. "Safe Harbor" Statement PrimeResponse, Prime@Vantage Wireless, Prime@Vantage and Prime@Vantage.com are trademarks and/or registered trademarks of Prime Response, Inc. © 2000 Prime Response, Inc., except as otherwise acknowledged.

Editorial Contact:
Tracey Troup
Sterling Hager Inc
617.926.6665 Ext. 374
ttroup@sterlinghager.com

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