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Enterprise One to One: Tools for Competing in the Interactive Age
Is there anyone out there who isn't worried about staying far in front of the technological tidal wave that is making products smarter and changing everything about what customers buy, how they buy, and where their loyalty goes?
Don Peppers and Martha Rogers, authors of the international bestseller The One to One Future , go beyond that now classic work on how to sell more products to fewer customers. For the last several years, they have been teaching companies how to stay at the head of the pack by harnessing technology to achieve killer competitive advantages in customer loyalty and unit margin. In this brave new world where microchip technology is making it possible for houses to know their occupants better than the occupants know their own houses--know the owners' temperature preferences, water use, lights, appliances--businesses have a great advantage in building unbreakable customer relationships. Peppers and Rogers explain what kinds of strategies are applicable to what kinds of businesses, and under what circumstances--from cars to credit cards, clothing manufacturers to dry cleaners, long distance phone companies to computer resellers. Suddenly car manufacturers, supermarkets, credit card companies, and fashion houses can compete not on commodity rules and price wars, but on bold new rules.
Readers of Enterprise One to One will
* How to improve customer retention, not just incrementally but dramatically, and increase your share of each customer's business over time, despite the increasingly frantic nature of your competitors' campaigns.
* How to protect and increase your unit margin despite the commoditization that has begun to infect every business in every category.
* How to create entirely new markets of individual customers with diverse needs.
* How to make the transition to the Interactive Age, gaining advantages from new technologies without being threatened by them.
No book on marketing is as firmly planted in the competitive future as Enterprise One to One .
Don Peppers is president and founder of Marketing 1:1, Inc., based in Stamford, Connecticut. Martha Rogers, Ph.D., is a founding partner at Marketing 1:1, Inc., and professor of telecommunications at Bowling Green State University. Together they are the authors of the bestselling book The One to One Future .
Don Peppers and Martha Rogers, authors of the international bestseller The One to One Future , go beyond that now classic work on how to sell more products to fewer customers. For the last several years, they have been teaching companies how to stay at the head of the pack by harnessing technology to achieve killer competitive advantages in customer loyalty and unit margin. In this brave new world where microchip technology is making it possible for houses to know their occupants better than the occupants know their own houses--know the owners' temperature preferences, water use, lights, appliances--businesses have a great advantage in building unbreakable customer relationships. Peppers and Rogers explain what kinds of strategies are applicable to what kinds of businesses, and under what circumstances--from cars to credit cards, clothing manufacturers to dry cleaners, long distance phone companies to computer resellers. Suddenly car manufacturers, supermarkets, credit card companies, and fashion houses can compete not on commodity rules and price wars, but on bold new rules.
Readers of Enterprise One to One will
* How to improve customer retention, not just incrementally but dramatically, and increase your share of each customer's business over time, despite the increasingly frantic nature of your competitors' campaigns.
* How to protect and increase your unit margin despite the commoditization that has begun to infect every business in every category.
* How to create entirely new markets of individual customers with diverse needs.
* How to make the transition to the Interactive Age, gaining advantages from new technologies without being threatened by them.
No book on marketing is as firmly planted in the competitive future as Enterprise One to One .
Don Peppers is president and founder of Marketing 1:1, Inc., based in Stamford, Connecticut. Martha Rogers, Ph.D., is a founding partner at Marketing 1:1, Inc., and professor of telecommunications at Bowling Green State University. Together they are the authors of the bestselling book The One to One Future .
464 pages, Hardcover
First published December 1, 1996
1 person is currently reading
49 people want to read
About the author
Don Peppers
45 books23 followersRecognized for well over a decade as one of the leading authorities on customer-focused relationship management strategies, Don Peppers is an acclaimed author and a founding partner of Peppers & Rogers Group, the world’s premier customer-centered consultancy.
Don’s vision, perspective and thoughtful analysis of global business practices has earned him some significant citations by internationally recognized entities. Business 2.0 Magazine named him one of the 19 “foremost business gurus of our times,” and Accenture’s Institute for Strategic Change listed him as one of the 50 “most important living business thinkers” in the world. The Times of London has listed him among its “Top 50 Business Brains,” and the U.K.’s Chartered Institute for Marketing included him in its inaugural listing of the 50 “most influential thinkers in marketing and business today.”
With co-author Martha Rogers, Ph.D., Don has produced a legacy of international bestsellers that have collectively sold more than a million copies in 18 languages. Together, their body of work includes books such as The One to One Future (1993), which BusinessWeek called “one of the bibles of new marketing”; Enterprise One to One (1997), which received a five-star rating from The Wall Street Journal; as well as The One to One Fieldbook (1999), The One to One Manager (1999); and One to One B2B, which made The New York Times business best-seller list within a month of publication in 2001. The authors have also published the first-ever CRM textbook for university use in graduate-level courses, Managing Customer Relationships (April 2004).
With Extreme Trust, they look to the future once again, predicting that rising levels of transparency will require companies to protect the interests of their customers and employees proactively, even when it sometimes costs money in the short term.
Don’s vision, perspective and thoughtful analysis of global business practices has earned him some significant citations by internationally recognized entities. Business 2.0 Magazine named him one of the 19 “foremost business gurus of our times,” and Accenture’s Institute for Strategic Change listed him as one of the 50 “most important living business thinkers” in the world. The Times of London has listed him among its “Top 50 Business Brains,” and the U.K.’s Chartered Institute for Marketing included him in its inaugural listing of the 50 “most influential thinkers in marketing and business today.”
With co-author Martha Rogers, Ph.D., Don has produced a legacy of international bestsellers that have collectively sold more than a million copies in 18 languages. Together, their body of work includes books such as The One to One Future (1993), which BusinessWeek called “one of the bibles of new marketing”; Enterprise One to One (1997), which received a five-star rating from The Wall Street Journal; as well as The One to One Fieldbook (1999), The One to One Manager (1999); and One to One B2B, which made The New York Times business best-seller list within a month of publication in 2001. The authors have also published the first-ever CRM textbook for university use in graduate-level courses, Managing Customer Relationships (April 2004).
With Extreme Trust, they look to the future once again, predicting that rising levels of transparency will require companies to protect the interests of their customers and employees proactively, even when it sometimes costs money in the short term.
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April 19, 2018
Trist skriven och inte särskilt aktuell numera
March 30, 2013
An optional-read book on direct marketing for the knowledge worker, manager, executive, or entrepreneur.
February 5, 2016
Simply superb! Both books by these two authors are worth their weight in gold. Loved them!
Displaying 1 - 3 of 3 reviews