A practical guide to implementing the one-to-one marketing principles that Don Peppers and Martha Rogers have made famous throughout corporate America in their bestselling books The One to One Future and Enterprise One to One.
Every day, all around the world, managers worry about the declining loyalty of their customers. Customers are being wooed ever more feverishly by competitors offering better prices, better deals--a process that has dramatically accelerated with the growth of the Internet. As information about customers becomes more plentiful and detailed, and as customers themselves become more interactive with the companies they buy from, business success hinges increasingly on creating long-term, profitable, "one-to-one" customer relationships.
One-to-one marketing is nothing short of a revolution. Dell, Cisco, FedEx, Owens Corning, American Express, Amazon.com, Hewlett-Packard, and BellSouth, among others, have built their success on enhancing customer knowledge and interaction.
Yet managers and executives today find themselves wrestling with the issue of how to become a part of this revolution.
That's why one-to-one marketing pioneers Don Peppers, Martha Rogers, and Bob Dorf wrote this book.
The One to One Fieldbook is the first hands-on manual for implementing customer relationship management programs, featuring step-by-step guidance on how to initiate, evaluate, and upgrade one-to-one initiatives.
Among the topics covered in the book: how to determine whether you're ready to undertake a one-to-one program, how to evaluate what different customers are worth to your business, and how to customize your products or services. It includes chapters on gathering customer information, on how to measure results, on how to use the power of the World Wide Web--and much more. Each chapter features checklists of things to do, activities to enhance one-to-one skills, and questionnaires to evaluate your progress.
A complete toolkit for companies implementing customer relationship programs, The One to One Fieldbook will help you identify your best customers, keep them longer, and grow them bigger--so that you can compete more successfully in the Interactive Age.
"synopsis" may belong to another edition of this title.
The competition for customers today is fiercer than ever. With products and services only a mouse click away, customers have more choice than ever before, and the rules that govern customer loyalty have changed a great deal. While most CEOs will brag about how customer-centric their companies are, in reality many are at a loss for identifying and attracting a loyal and profitable customer base. In The One to One Fieldbook, authors Don Peppers, Martha Rogers, and Bob Dorf show how to implement a customer-relationship program based on one-to-one marketing, a notion they championed in their previous books, Enterprise One to One and One to One Future.
One-to-one marketing, write the authors, is "based on the simple idea of treating different customers differently." The book begins by outlining four steps for implementing a one-to-one marketing program, then delves into a variety of subjects, from building the infrastructure necessary to supporting a one-to-one enterprise to evaluating and managing channel partners. This is a useful and practical how-to guide, full of checklists and ideas for getting any company on track with one-to-one marketing. --Harry C. EdwardsFrom the Back Cover:
Critical Acclaim for Don Peppers and Martha Rogers:
Enterprise One to One:
--The Wall Street Journal
"First to map the uncharted new world of interactive business. Use it to unlock the immense potential value of your customers."
--Scott Cook, Chairman of the Board, Intuit
"Exceptional. We're basing our strategic planning on these principles."
--Larry Rosenberger, President and CEO, Fair, Isaac
"Look no further--a practical business model for operating in an online interactive world."
--Martin Nisenholtz, President, The New York Times Electronic Media Company
"Destined to become the business field guide for the twenty-first century."
--Jim Kouzes, Chairman, TPG (Tom Peters Group) Learning Systems, and coauthor of The Leadership Challenge
The One to One Future:
"Book of the year."
"Peters was wrong. This is not the book of the year. It's not even the book of the decade. It's one of the two or three most important business books ever written."
--George Gendron, Inc. magazine
"Unusual insight into how marketers can serve each other and every consumer."
--Regis McKenna, author, consultant, Regis McKenna, Inc.
"A unique perspective on the fundamental, structural changes that technology is already bringing to the real world of business competition."
--Esther Dyson, author, president, EDventure Holdings
"About this title" may belong to another edition of this title.
Book Description Crown Business, 1999. Paperback. Book Condition: New. FAST SHIPPING & FREE TRACKING! The pages of this book are clean and unmarked.*. Bookseller Inventory # 091841
Book Description Currency/Doubleday, New York, NY, U.S.A., 1999. Paperback. Book Condition: New. No Jacket. 1st. Signed by Peppers and Rogers. Seller's image, know what you are getting! Pre-packing weight is 1 lb. 14.8 oz . ORIGINAL, black card wraps!! Has NO Dust Jacket. Has NO owner markings other than as noted. See Picture! NOTE!! The Original Copyright date is 1999, for this 1999 8th Printing. This volume was purchased through Local Public Auction. Thank you for your purchase from Sunset Books! Help Promote World Literacy, GIVE a Book as a GIFT!! In stock, Ships from Ohio. WE COMBINE SHIPPING ON MULTIPLE PURCHASES!!!! SEE PICTURES!!!!! ANY ODD/GREEN TONES ON THE SCANS ARE CAUSED BY MY SCANNER!! All of our Technical/Textbook/Ex-Library volumes were obtained legally through Public or Auction sales. Size: 8vo - over 7¾ - 9¾" tall. Signed by Author(s). Book. Bookseller Inventory # 028180
Book Description Crown Business, 1999. Paperback. Book Condition: New. book. Bookseller Inventory # M038549369X
Book Description Crown Business, 1999. Paperback. Book Condition: New. Never used!. Bookseller Inventory # P11038549369X
Book Description Random House. Book Condition: New. Bookseller Inventory # 8185146