The field of marketing is currently undergoing a reconceptualization, largely influenced by new computer and communication technologies. The shift to more high-tech ways of knowing is linked to a new discourse on customer loyalty, relationship management, and customer-specific marketing. Customers are increasingly viewed not as elements in a mass market or market niche, but as individuals with their own important patterns of consumption. The technologies and rationality of customer loyalty are investigated through a study of the Air Miles loyalty program and the relationship marketing literature. The 'promise' of new marketing technologies is analyzed as a means of surveillance, and as an instrument for the accelerated commodification of society.