Top critical review
26 people found this helpful
Self-focused marketing in action.
on February 26, 2000
Even though Don Peppers and Martha Rodgers have seized and even created opportunities to promote CRM and 1 to 1 marketing, this book provides no true thought leadership. The only redeemable aspect of the writing are some real world high level examples of proactive customer relationship building. Not anything extraordinary, but enough from some large company top execs. to get an understanding that a customer-focused business can only be successful if the culture is nutured from the top down. The book does one thing very well; it promotes future Peppers and Rodgers writings that hopefully have more pratical application. The fact that the authors ask the readers to send their thoughts and ideas on specific topics to unique addresses, of the 1to1 Peppers and Rodgers web site, definitely follows the CRM philosophy. Not to mention, gives them a bank of real-world experience to draw from for their next project. I recommend looking elsewhere for any "real meat" relevant to CRM strategy lessons.