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
Critical Acclaim for Don Peppers and Martha Rogers: Enterprise One to One: "Five stars!"--The Wall Street Journal "First to map the uncharted new world of interactive business. Use it to unlock the immense potential value of your customers."--Scott Cook, Chairman of the Board, Intuit "Exceptional. We're basing our strategic planning on these principles." --Larry Rosenberger, President and CEO, Fair, Isaac "Look no further--a practical business model for operating in an online interactive world."--Martin Nisenholtz, President, The New York Times Electronic Media Company "Destined to become the business field guide for the twenty-first century."--Jim Kouzes, Chairman, TPG (Tom Peters Group) Learning Systems, and coauthor of The Leadership Challenge The One to One Future: "Book of the year."--Tom Peters "Peters was wrong. This is not the book of the year. It's not even the book of the decade. It's one of the two or three most important business books ever written."--George Gendron, Inc. magazine "Unusual insight into how marketers can serve each other and every consumer." --Regis McKenna, author, consultant, Regis McKenna, Inc. "A unique perspective on the fundamental, structural changes that technology is already bringing to the real world of business competition."--Esther Dyson, author, president, EDventure Holdings