- Hardcover: 443 pages
- Publisher: Bantam Doubleday Dell Publishing Group; 1st Edition edition (6 Oct 1998)
- Language English
- ISBN-10: 0385425287
- ISBN-13: 978-0385425285
- Product Dimensions: 18.5 x 13.7 x 4.1 cm
- Amazon Bestsellers Rank: 280,233 in Books (See Top 100 in Books)
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Product Description
This 1993, 444 page Currency Doubleday hardcover publication by Martha Rogers, PH.D. and Don Peppers is (according to Herb Baum, Chairman and CEO of the Quaker State Corporation) "a 'must read' for any CEO or marketing executive wrestling with how to organise for business competition in the next decade, or even the next century."
Most businesses follow time-honoured mass-marketing rules of pitching their products to the greatest number of people. But selling more goods to fewer people is more efficient - more profitable. Welcome to The One to One Future - a radically new business paradigm of one to one production, marketing, and communication, outlined in this break-through book by advertising guru Don Peppers and marketing scholar Martha Rogers. The One to One Future gives the best description yet of life after mass marketing. A one to one competitor focuses on share of customer - one customer at a time - rather than just share of market, which is the holy grail of the mass marketer. The reader can use Peppers and Rogers' one to one strategies to: find the 20 pct - or 2 pct - of their own customers and prospects who are the most loyal and offer the biggest opportunities for future profit; they can use the strategies to collaborate with each customer, one at a time, just as they now work with individual suppliers or marketing partners; or they can use the strategies to nurture relationships with each customer by relying on new, one to one media vehicles. Chapter 1: Back from the Future; 2: Share of Customer, Not Share of Market; 3: Collaborate with Your Customers; 4. Differentiate Customers, Not Just Products; 5. Economies of Scope, Not Economies of Scale; 6. Manage Your Customers, Not Just Your Products; 7. Engage Your Customers in Dialogue; 8. Take Products to Customers, Not Customers to Products; 9. Make Money Protecting Privacy, Not Threatening It; 10. Society at Light Speed; Notes; Index; Sample Currency Books; Survey Response Form
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13 reviews
21 of 21 people found the following review helpful
Brilliant concepts; desperately needs an editor.
29 Jun 1998
Format:Paperback
Peppers and Rogers may be the pioneers of one-to-one marketing techniques (or maybe even not), but they're terrible book writers. I've read their articles on the same topics, and they're much more concise. In the book, you learn all you really need to know in the first few paragraphs of each chapter; the rest is just regurgitation. I eventually gave up; I just couldn't read it anymore. You'd be better off reading a few articles, or someone else's books, unless you have an extremely high attention span or no background whatsoever in the concepts they discuss. They're very smart people, but if you've already learned the basics, this book will waste your time.
36 of 43 people found the following review helpful
What is a "Relationship?"
14 May 2000
Format:Paperback
Peppers and Rogers wrote a pioneering work on reaching customers, that taught marketers to look beyond "segments" to the individual people who actually bought their products or services. But they make an essential mistake in confusing the customer's familiarity with a particular business with having a relationship. Relationships exist between people who know one another, and a business relationship is one in which the customer deals with the same provider for each transaction. An example is a personal trainer you go to each time you work out, or a using the same accountant (not just the same accounting firm) for many years at tax time, or going to the same hairstylist, even following her when she moves to a new salon. These are real relationships, but phoning a catalog company and talking to a different person each time, even if that person can check your past orders and already has the billing information, is NOT a relationship.
Using technology to make a transaction more efficient can be a service to customers. People do not always seek a relationship with their provider; sometimes they want anonymity, and the idea that the provider organization "knows" all about them can be scary. Only by distinguishing between real relationships and the kind of "pseudo-relationship" that Peppers and Rogers advocate can you sort out these issues.
To learn more about the concept of "relationship" versus the more common service encounter (between customer and provider who do not know each other and do not expect to interact again), read The Brave New Service Strategy by Dr. Barbara A. Gutek and Theresa Welsh. They postulate a service model that consists of a triangle of Customer, Organization and Provider (COP).
13 of 17 people found the following review helpful
Marketing Strategies for the Future
16 Jan 2000
Format:Paperback
Clear and well-written exploration of market share approach to marketing versus the one-to-one approach to marketing. Explained well, and backed up with solid and very applicable examples.
It's important to remember that this book prepared the way for current Internet-based/personalized approaches to marketing. To a current marketeer, it may feel a bit dated (many of the examples are dependent on using snail mail and fax machines) but it given how many large IT projects are centered around database marketing, it's worthwhile reading for a lot of professionals and technical workers who may be missing part of the point of the systems they're developing.
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