The One to One Fieldbook: The Complete Toolkit for Implementing a 1To1 Marketing Program - Softcover

Peppers, Don; Rogers, Martha; Dorf, Bob

Softcover

ISBN 10: 038549369X ISBN 13: 9780385493697

Publisher: Crown Pub, 1998

Synopsis

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.

About this title

Product Description

Language:Chinese.Paperback. Pub Date: 1999-1-1 Pages: 406 Publisher: Random House A revolutionary business phenomenon has taken hold at suchcompanies around the world as Hewlett-Packard. BellSouth. Oracle. Unilever. Telstra. and Fujitsu These firms and others are. turningto computer technology to create interactive relationships withindividual customers. one customer at a time. Known as one-to-onemarketing. this radically new competitive strategy was introducedby Don Peppers and Martha Rogers in their first two best-sellingbooks. The One-to-One Future and EnterpriseOne-to-One. One-to-one marketing focuses a firms competitiveenergies less on market share and more on share of customer. enabling a firm to increase customer loyalty and improve unitmargins at the same time.In their new book. The One-to-One Fieldbook. Peppers andRogers offer specific one-to-one marketing advice on...

Review

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, the authors show how to implement a customer relationship programme 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 programme, 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. Edwards, Amazon.com

Edition details

• Publisher: Crown Pub
• Publication date: 1998
• ISBN 10: 038549369X
• ISBN 13: 9780385493697
• Binding: Paperback
• Language: English
• Number of pages: 406