Amazon.co.uk 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
Product Description
The One to One Fieldbook shows exactly how to apply a 1 to 1 marketing strategy on a day–to–day basis. It is a complete toolkit for corporations and small businesses to help them operate in our new interactive age. The book contains dozens of checklists, analysis tools and questionnaires to evaluate a firm′s progress, as well as detailed instructions for planning, implementing, revolutionising and upgrading a firm′s marketing program.
