978-0-385-42528-5 / 9780385425285

The One to One Future: Building Relationships One Customer at a Time


Publisher:Crown Business



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About the book:

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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