The One to One Fieldbook: The Complete Toolkit for Implementing a 1To1 Marketing Program [Anglais] [Broché]

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, authors Don Peppers, Martha Rogers, and Bob Dorf show how to implement a customer-relationship program 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 program, 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

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

A revolutionary business phenomenon has taken hold at such companies around the world as Hewlett-Packard, BellSouth, Oracle, Unilever, Telstra, and Fujitsu. These firms and others are turning to computer technology to create interactive relationships with individual customers, one customer at a time. Known as "one-to-one" marketing, this radically new competitive strategy was introduced by Don Peppers and Martha Rogers in their first two best-selling books, The One-to-One Future and Enterprise One-to-One. One-to-one marketing focuses a firm's competitive energies less on market share and more on share of customer, enabling a firm to increase customer loyalty and improve unit margins at the same time.

In their new book, The One-to-One Fieldbook, Peppers and Rogers offer specific one-to-one marketing advice on how to make the transition from the Industrial Age to the Age of Interactivity. Many of the most successful firms already embrace the principles of one-to-one relationship marketing. Dell computer is now the benchmark of success in the PC business. Cisco, FedEx, Owens Corning, American Express, Amazon.com, Royal Bank of Canada, and Belgacom have all built their success on customer knowledge and interaction.

The One-to-One Fieldbook provides a complete road map or user's manual for companies operating in our new interactive age. First, The Fieldbook contains dozens of checklists for implementing relationship-marketing programs, along with self-analysis tools and questionnaires for evaluating a firm's progress or readiness for such programs. It also discusses the obstacles to be expected, and ways to avoid or overcome these obstacles. On a more strategic level, The Fieldbook is an instruction manual for planning, implementing, evaluating, and upgrading any firm's relationship-marketing program. It is ideal for any manager wondering where to begin, what to do next, or how to measure results. As an added value, The Fieldbook comes with an electronic password that allows readers to access a special one-to-one group Web site, with extensive supplements and spreadsheets to the book that more than doubles its total content.

The One-to-One Fieldbook will be required reading for everyone interested in the one-to-one revolution sweeping the business world.

Contains a special individual access code to extensive online marketing supplements at the Peppers & Rogers Group Web site, including spreadsheets, checklists, & self-assessment tools that effectively double the material contained in the book. Paper. DLC: Market segmentation.

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

Don Peppers is a globally respected thought leader, futurist, and consultant. Formerly the CEO of a top 20 direct marketing agency, he is a partner at the management consulting and training firm Peppers and Rogers Group, based in Stamford, Connecticut.

Martha Rogers, Ph.D., is a partner at Peppers and Rogers Group, a Professor of the Practice at the Fuqua School of Business at Duke University, and a member of the Dean's Advisory Council at Indiana University. Together they are the authors of the bestselling books The One to One Future and Enterprise One to One.

Bob Dorf is president of Peppers and Rogers Group and has led the firm's consulting practice since its inception. Formerly founder and CEO of one of the nation's top independent public relations firms, he has pioneered efforts in the arena of custom-built marketing and public relations strategies.