Description
The One to One Fieldbook
Condition: Pre-owned;Very Good (VG)
Author: Don Peppers, Martha Rodgers
Format: Paperback
ISBN-10: 1-900961-87-3
ISBN-13: 9781900961875
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.
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