- Hardcover: 289 pages
- Publisher: McGraw-Hill Publishing Co. (1 Nov 2000)
- Language English
- ISBN-10: 0077097998
- ISBN-13: 978-0077097998
- Product Dimensions: 22.8 x 15.4 x 2.4 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (3 customer reviews)
- Amazon Bestsellers Rank: 1,985,137 in Books (See Top 100 in Books)
- See Complete Table of Contents
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More About the Author
Product Description
Product Description
This text shows managers and CEO's how to develop life-long customer value in the post Internet economy. This book looks beyond the "one-to-one" concept and reveals visions of marketing and customer relationship management. It has a five-stage methodology to empower readers to apply the topics in the book to their own company culture and structure. There is also a look at how and why companies have succeeded or failed in the Internet economy.
From the Publisher
Presents a new approach to consumer relationship marketing.
Steps beyond other books in this area by dispelling the myth that e-commerce is the only way forward.
A broad range of case studies from both sides of the Atlantic and the Pacific rim.
Step by step guide to how to implement 'All to One.'
A behind the scenes look at what went wrong with British Airways.
Web site with additional information and forum for exchange of views.
Full assessment of all media channels from television through to word of mouth.
Review of some of the most popular /influential marketing books available.
Steps beyond other books in this area by dispelling the myth that e-commerce is the only way forward.
A broad range of case studies from both sides of the Atlantic and the Pacific rim.
Step by step guide to how to implement 'All to One.'
A behind the scenes look at what went wrong with British Airways.
Web site with additional information and forum for exchange of views.
Full assessment of all media channels from television through to word of mouth.
Review of some of the most popular /influential marketing books available.
Inside This Book
(Learn More)
First Sentence
THERE'S NOTHING NEW about 'one-to-one', even if you spell it 1:1. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
THERE'S NOTHING NEW about 'one-to-one', even if you spell it 1:1. Read the first page
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Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
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Most Helpful Customer Reviews
1 of 2 people found the following review helpful:
5.0 out of 5 stars
A lucid guide that demystifies marketing,
By A Customer
This review is from: All-To-One: The Winning Model for Marketing in the Post Internet Economy (Hardcover)
Thank goodness I came across this book! It's a lucid guide that manages to demystify the subject of marketing and bring it right up to date, making it accessible for even the non-specialist. Refreshingly free of annoying jargon and patronising truisms, it is useful for anyone who needs to get their 'product', be it commercial or otherwise, out to a wide audience or clientele. And what's more, it is written by someone who not only obviously knows the subject well, but also knows how to communicate, making it an enjoyable read.
0 of 1 people found the following review helpful:
5.0 out of 5 stars
Back to basics - here's how - at it's best,
By A Customer
This review is from: All-To-One: The Winning Model for Marketing in the Post Internet Economy (Hardcover)
An easy read, with excellent subject matter, Steve dispels many myths with this book. All to One simply extracts the important issues that when applied can transform an organisation. It does this by explaining the implications of putting the customer first, so that the fundamental question of "what effect will this have on our customer?" is never far away from our thoughts. Easy to understand steps explain how to implement and monitor these in a business framework that values its customers. These steps are supplemented with helpful real life examples from organisations that are household names.This book is a must-buy for anyone who is interested in their business succeeding.
0 of 1 people found the following review helpful:
5.0 out of 5 stars
The book you wish your CEO would read!,
By A Customer
This review is from: All-To-One: The Winning Model for Marketing in the Post Internet Economy (Hardcover)
Steve gets to the crux of many of the problems facing major businesses in the connected economy. Simply because some of the observations and ideas in All to One seem immediately familiar and comfortable, yet still have the ability to excite, you can tell from page 1 that this is a book you should probably be dropping on the desk of any bottle neck in your organisation. In my view All to One is not revolutionary but evolutionary. A philosophy that strips away the baggage of a large enterprise to expose the and enhance the energy that drove its initial success. By breaking the process of change in to 5 easily identifiable phases All to One is a methodology accesible and relevant to everyone in an organisation which will allow them to appreciate and encourage change for the better.
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