Enterprise One to One [Paperback]

Don Peppers (Author), Martha Rogers (Author)

Book Description

Publication Date: January 19, 1999

Enterprise One to One has taken its place alongside Don Peppers and Martha Rogers's The One to One Future as a marketing classic on how to sell more products to fewer customers through one-to-one marketing. In this brave new world, where microchip technology is making it possible for businesses to know their customers better than ever before, there is incredible opportunity to build unbreakable customer relationships.

Peppers and Rogers explain the strategies needed to achieve killer competitive advantages in customer loyalty and unit margin. Among the things Enterprise One to One teaches are how to improve customer retention, not just incrementally but dramatically; how to increase your share of each customer's business over time; how to protect and increase your unit margin; and how to make the transition to the Interactive Age with today's new technologies.

Enterprise One to One is the bible for successful marketing in today's competitive, high-tech world.

Editorial Reviews

Amazon.com Review

The technological wave is making products smarter and changing what consumers buy, how they buy, and where their loyalty goes. Enterprise One to One can help your business stay in front of the wave. Our current technology makes it easy for businesses to build customer relationships. Businesses can now treat different customers differently; however, it's important to know how each customer wants to be treated. Peppers & Rogers explain how to harness technology to achieve competitive advantages in customer loyalty and unit margin. They show you how you can tell customers apart, remember them individually, and have them give feedback directly to you. They also display how mass customization technology enables businesses to customize products and services as a matter of routine. Enterprise One to One explains what kinds of strategies are applicable to what kinds of businesses and under what circumstances; how to retain customers and increase your share of each customer's business; how to create entirely new markets of individual customers who have diverse needs; how to make the transition to the interactive age, taking advantage of new technologies without being threatened by them. --This text refers to an out of print or unavailable edition of this title.

From Library Journal

In their latest collaboration, following the best-selling The One to One Future: Building Relationships One Customer at a Time (Doubleday, 1993), the authors emphasize the changing state of advertising competition from mass-media strategies to a one-on-one, individual approach. The ability to identify outstanding customers, made available by computerization, allows companies to bargain directly with the most likely candidates for their products. The one-on-one marketer establishes that relationship by offering a high-quality product or service geared to a customer's needs. The authors illustrate their ideas with many specific examples, and footnotes identify sources. At once practical and academic, this challenging title should be considered by academic, public, and special libraries that serve business or students of business of any age. (Index not seen..
-?Littleton M. Maxwell, Univ. of Richmond, Va.
Copyright 1997 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

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Product Details

• Paperback: 436 pages
• Publisher: Crown Business (January 19, 1999)
• Language: English
• ISBN-10: 038548755X
• ISBN-13: 978-0385487559
• Product Dimensions: 5 x 1.1 x 7.2 inches
• Shipping Weight: 13.6 ounces (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars  See all reviews (23 customer reviews)
• Amazon Best Sellers Rank: #741,060 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

23 of 25 people found the following review helpful:

3.0 out of 5 stars Full of anecdotes,very consumer oriented ,no detail, January 6, 1999

By 

[e-mail] (Holmfirth,Yorkshire,England) - See all my reviews

This review is from: Enterprise One to One: Tools for Competing in the Interactive Age (Hardcover)

whilst the concept of 1:1 is appealing, and the case studies suggest that lots of companies are succeeding, there is little practical help re implementation. It's too consumer oriented a little less evangelism and more balanced approach would have been useful. suggest read : Ian Gordon Relationship Marketing Wayland & Cole - Customer Connections Regis McKenna - Real Time for a more in depth view of this.

15 of 18 people found the following review helpful:

5.0 out of 5 stars Illustrates how to be successful in the on-line economy, September 30, 1999

By 

Wildcat Man "A Central VA reader" (Midlothian, VA USA) - See all my reviews

Amazon Verified Purchase

This review is from: Enterprise One to One (Paperback)

Excellent business strategy primer for the Internet age. Peppers and Rogers methodically review how to fully exploit the advantages and opportunities of the online economy. Details how companies must change, how metrics must change, and how to transition your firm. Well illustrated with real life examples and useful tools. Answers the question "Where do I begin?" for a company trying to make the leap to the E-Commerce world.

5 of 5 people found the following review helpful:

4.0 out of 5 stars Beyond a vision, but not a field guide, January 5, 2001

By 

Richard Maltsbarger "fortune 50 strategy leader" (NC) - See all my reviews
(REAL NAME)   

This review is from: Enterprise One to One (Paperback)

As 1-to-1 marketing becomes common parlance within the marketing world, this book is the must read for taking a theory beyond a Chief Marketing Officer's vision and actually putting it to work. The concepts and methods of 1-to-1 are laid out in a very methodical and easy-to-follow manner. If someone mentions 1-to-1 marketing within the context of a speech, interview, or paper, this is the primer to understand both the concept and the methods. However, this is not the book to purchase if you would like an exact science of steps to CRM and 1-to-1 success. This book has been in print for a period of years and many of the methods may need to be updated for new technological tools and increased issues with privacy.