Enterprise One to One: Tools for Competing in the Interactive Age - Hardcover

Peppers, Don; Rogers, Martha

Hardcover

ISBN 10: 0385482051 ISBN 13: 9780385482059

Publisher: Bantam Dell Pub Group, 1997

Synopsis

The authors of The One to One Future show any company how to implement their celebrated marketing approach--selling more products by targeting fewer customers individually--in order to increase productivity and competitiveness. 50,000 first printing. Tour.

About this title

From the Publisher:

Anyone with a customer is an enterprise.
Peppers and Rogers offer workable, experience-base strategies for transforming any company into a successful competitor in the Interactive Age.

Their 1993 bestseller, THE ONE TO ONE FUTURE, which is being released as a paperback this month (Jan.), has been hailed as the bible for marketers and earned Peppers and Rogers international acclaim.

In ENTERPRISE ONE TO ONE, Peppers and Rogers 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 learn:

--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 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.

From the Author:

Please come visit us at www.marketing1to1.com
ENTERPRISE ONE TO ONE includes spreadsheets and other tools which we are making available on our Web site, www.marketing1to1.com. We also have a thriving series of discussion threads on a variety of topics, ranging from whether WebTV and similar ideas will be successful, to how non-profits and/or oligopolies approach customer relationships. Buy the book here at Amazon, read it, and then LET US HEAR FROM YOU!

About this edition

• Publisher: Bantam Dell Pub Group
• Publication date: 1997
• ISBN 10: 0385482051
• ISBN 13: 9780385482059
• Binding: Hardcover
• Edition number: 1
• Number of pages: 436