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Enterprise One to One: Tools for Competing in the Interactive Age Hardcover


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Product Details

  • Hardcover: 464 pages
  • Publisher: A Currency Book (Doubleday); 1 edition (December 1, 1996)
  • Language: English
  • ISBN-10: 0385482051
  • ISBN-13: 978-0385482059
  • Product Dimensions: 1.2 x 5.5 x 7.8 inches
  • Shipping Weight: 1.4 pounds
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (23 customer reviews)
  • Amazon Best Sellers Rank: #1,594,138 in Books (See Top 100 in Books)

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.

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.

More About the Author

Don Peppers was the oldest of five children raised in a small town in Missouri, and he's always had eclectic interests. He earned a degree in astronautical engineering at the US Air Force Academy and then received a masters in public affairs from Princeton, with a concentration in foreign policy. But he has never worked a day in either of these fields. After serving in the Air Force his first civilian job was as an economist at an oil company, and then he became director of accounting at a regional airline. At the airline he gravitated into the marketing field, and eventually went to work at a series of advertising agencies, where he gained a reputation as a successful "rainmaker," concentrating on winning new clients. He wrote about some of his successful (and unsuccessful) pitches in his book Life's a Pitch: Then You Buy. His collaboration with Martha Rogers, a former advertising professor, began in 1990, and their first book together, The One to One Future, was published 3 years later. Since then they have co-authored eight more books together, the most recent being Extreme Trust: Honesty as a Competitive Advantage.

Don and Martha founded a management consulting firm, Peppers & Rogers Group, which now has consultants and offices on five continents and specializes in helping companies improve their customer-facing processes, from sales and marketing issues to customer service, communications, social media, and employee culture. They like to say their mission is "to make the world safe for customers."

Customer Reviews

4.4 out of 5 stars
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See all 23 customer reviews
The book gives examples of best in breed CRM practices.
Konstantin Lissianski
Today, products and services can be tailored to one customer.
Bill Bazik
Excellent business strategy primer for the Internet age.
SteveG 60

Most Helpful Customer Reviews

23 of 25 people found the following review helpful By jeremycox@ibm.uk.com on January 6, 1999
Format: 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.
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15 of 18 people found the following review helpful By SteveG 60 on September 30, 1999
Format: Paperback Verified Purchase
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.
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5 of 5 people found the following review helpful By Richard Maltsbarger on January 5, 2001
Format: 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.
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9 of 11 people found the following review helpful By A Customer on August 12, 1997
Format: Hardcover
We've read your review at Amazon.com, and we tried to replydirectly to you, but your AOL address keeps bouncing back. Wesympathize with your point of view. The most common question people in large groups ask us has to do with privacy, which is exactly why we suggest a "privacy bill of rights" for any firm contemplating a one-to-one marketing program.

Obviously, however, we have failed to explain to your satisfaction that technology is just the means to one-to-one marketing, and not the end in itself. Large and small companies alike have *always* customized their behavior to their best, most valuable customers, because it's worth it to them to do so. All we're suggesting is that as computers make it cheaper and more efficient, more firms will find it beneficial to customize their behavior to a greater proportion of their customers. And then we try to talk them through the mechanics of this process.

We really doubt that you would want to live in a world without one-to-one marketing. We're willing to bet that you value sincere, personal touches, and that you appreciate it when the people you deal with make an effort to save you time and make things more convenient for you the next time you deal with them. You probably appreciate it when a retail store takes into account the long-term value of their relationship with you, agreeing to repair or replace the product you bought last week, either because it was defective or you decided you didn't really like it, after all.
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Format: Paperback
These founders of Marketing 1:1 share their business approach here. Instead of the traditional method of offering one product for sale to many customers, the 1:1 approach focuses on selling one customer at a time. This leads to higher customer retention and more value per customer. That is the subject of this book.

Ways must be found to find out more about your individual customers so products and marketing can be made more effective. A strong Privacy Bill of Rights will help collect information by adding to customers' security concerns.

Goals should be made to never have to ask the customer for the same information twice, to remember what they like, and remind them when they should re-order based on their buying habits. Focus on their needs rather than your products capabilities.

Involve customers in the buying cycle; get them to collaborate on larger projects with you; discover who else they may be giving some of your potential business.

Also, by having additional data to study, you can prioritize individual tailoring to your key customers that account for most of your business.

Start with a vision by asking "If we had all the customer-specific info we could possibly want, what would we do differently?" Explore the value of different data that you have and that you might obtain and pick a few items that are the least time and cost intensive and also add to customer satisfaction and your bottom line.

Five Stars
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By Bill Bazik on January 21, 2006
Format: Paperback
A major theme that runs through practically all marketing books is that you must know your customers. A very long list of products and services that failed due to violating this principle may be prepared. Not only products by individual inventors, but products by long established corporations make up this list.

Today a major tool for understanding customers has come into existence. This, of course, is the computer and the interlinking systems for computers. The authors of this book argue that this is now the beginning of the age of interactive business. In the past the emphasis was on the mass product, one size fits all. Today, products and services can be tailored to one customer. This fact can be used to create customer loyalty and "lock-in" a customer to your business.

One of the many examples cited in the book is the ordinary greeting card. Up until now the greeting card companies have, in fact, thought of the retailers as their customers. Now it is not only possible, but it is becoming practical to establish a "1:1 relationship with end users". This is made possible by "the computer, modem, and at-home color printer."

Note this new "one to one" relationship with your customers may also have a tremendous affect on current distribution systems. It will, in many cases, result in new companies being formed because many current firms cannot offer this sort of direct service without antagonizing their present wholesalers, distributors, and retailers. Greet Street in greeting cards is an example.

Perhaps the greeting card business may seem remote to your product, but consider that this same one to one relationship principle is being applied to such diverse items as used cars and shoes.
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