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The One to One Future (Paperback)

by Don Peppers (Author), Martha Rogers (Author) "In late 1991 the telegraph industry's life was taken, suddenly and brutally, by the facsimile machine..." (more)
Key Phrases: dry cereal market, fax bulletin board, fax mailbox, American Express, Emerald Club, Nissan Canada (more...)
4.2 out of 5 stars See all reviews (12 customer reviews)


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Editorial Reviews

Amazon.com Review
What will life be like after  mass marketing? Today, technology allows us to sell more goods to fewer people, which is far more efficient than selling fewer goods to more people. Peppers, an advertising executive, and Rogers, a marketing scholar, set out their new marketing paradigm in detail. A one-to-one competitor focuses on "share of customer" rather than the mass-marketer's "share of market." Learn to collaborate with the customer to build loyalty and build your opportunities for future profit. The strategies in this book work as well -- maybe even better -- for small companies as for the blue-chippers. --This text refers to an out of print or unavailable edition of this title.

Review
"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

The book that's revolutionizing marketing in the '90s."
--David Weinberger, Wired

"A unique perspective on the fundamental, structural changes that technology is already bringing to the real world of business competition."
--Esther Dyson, President, EDventure Holdings

"Hands down...the best marketing book for the interactive age."
--Andrew Jaffe, Vice President and Executive Editor, Adweek -- Review

See all Editorial Reviews

Product Details

  • Paperback: 464 pages
  • Publisher: Broadway Business (December 14, 1996)
  • Language: English
  • ISBN-10: 0385485662
  • ISBN-13: 978-0385485661
  • Product Dimensions: 7.2 x 5 x 1.3 inches
  • Shipping Weight: 12 ounces
  • Average Customer Review: 4.2 out of 5 stars See all reviews (12 customer reviews)
  • Amazon.com Sales Rank: #100,074 in Books (See Bestsellers in Books)

    Popular in these categories: (What's this?)

    #61 in  Books > Business & Investing > Management & Leadership > Total Quality Management
    #84 in  Books > Business & Investing > Industries & Professions > Customer Service

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The One to One Future
82% buy the item featured on this page:
The One to One Future 4.2 out of 5 stars (12)
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12 Reviews
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4.2 out of 5 stars (12 customer reviews)
 
 
 
 
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Most Helpful Customer Reviews

 
20 of 20 people found the following review helpful:
3.0 out of 5 stars Brilliant concepts; desperately needs an editor., June 28, 1998
By A Customer
Peppers and Rogers may be the pioneers of one-to-one marketing techniques (or maybe even not), but they're terrible book writers. I've read their articles on the same topics, and they're much more concise. In the book, you learn all you really need to know in the first few paragraphs of each chapter; the rest is just regurgitation. I eventually gave up; I just couldn't read it anymore. You'd be better off reading a few articles, or someone else's books, unless you have an extremely high attention span or no background whatsoever in the concepts they discuss. They're very smart people, but if you've already learned the basics, this book will waste your time.
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34 of 41 people found the following review helpful:
3.0 out of 5 stars What is a "Relationship?", May 14, 2000
By Theresa Welsh "The Seeker" (Ferndale, Michigan, USA) - See all my reviews
(REAL NAME)      
Peppers and Rogers wrote a pioneering work on reaching customers, that taught marketers to look beyond "segments" to the individual people who actually bought their products or services. But they make an essential mistake in confusing the customer's familiarity with a particular business with having a relationship. Relationships exist between people who know one another, and a business relationship is one in which the customer deals with the same provider for each transaction. An example is a personal trainer you go to each time you work out, or a using the same accountant (not just the same accounting firm) for many years at tax time, or going to the same hairstylist, even following her when she moves to a new salon. These are real relationships, but phoning a catalog company and talking to a different person each time, even if that person can check your past orders and already has the billing information, is NOT a relationship.

Using technology to make a transaction more efficient can be a service to customers. People do not always seek a relationship with their provider; sometimes they want anonymity, and the idea that the provider organization "knows" all about them can be scary. Only by distinguishing between real relationships and the kind of "pseudo-relationship" that Peppers and Rogers advocate can you sort out these issues.

To learn more about the concept of "relationship" versus the more common service encounter (between customer and provider who do not know each other and do not expect to interact again), read The Brave New Service Strategy by Dr. Barbara A. Gutek and Theresa Welsh. They postulate a service model that consists of a triangle of Customer, Organization and Provider (COP).

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13 of 17 people found the following review helpful:
4.0 out of 5 stars Marketing Strategies for the Future, January 16, 2000
By C. Gilbert "frumiousb" (Amsterdam, the Netherlands) - See all my reviews
(TOP 100 REVIEWER)    (REAL NAME)   
Clear and well-written exploration of market share approach to marketing versus the one-to-one approach to marketing. Explained well, and backed up with solid and very applicable examples.

It's important to remember that this book prepared the way for current Internet-based/personalized approaches to marketing. To a current marketeer, it may feel a bit dated (many of the examples are dependent on using snail mail and fax machines) but it given how many large IT projects are centered around database marketing, it's worthwhile reading for a lot of professionals and technical workers who may be missing part of the point of the systems they're developing.

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Most Recent Customer Reviews

4.0 out of 5 stars A prophetic message at the time, still right on today
Mass marketing believes in making one product for everyone, then shouting it's features over the thousands of competing products. Read more
Published on December 21, 2006 by YoungWealthWeekly.com

5.0 out of 5 stars The Philosophy and Profitable Practice of Interactivity
OK, it's 2006 so this book is a bit dated, but only in examples. The concepts are right on, and the companies that are succeeding today, online especially, are doing so with the... Read more
Published on December 2, 2006 by R. Peter Valentine

4.0 out of 5 stars In Search of Excellence for the Information Age
This is revolutionary stuff. Neither you or your business customers have the luxury of sticking your head in the sand on this. When you pull it out, you'll be all alone... Read more
Published on November 10, 1999

5.0 out of 5 stars An excellent book for beginners and professionals
Having spent many years in sales and marketing, and now as an author (Windows 98 and MCSE Study Tips for Dummies) and trainer/documentation specialist, I can tell you that no one... Read more
Published on January 24, 1999 by Terrance R. NEAL

5.0 out of 5 stars Epic
One of the all time marketing books for the leaders of the future. This authors concepts are so fresh that only one word could describe the quality of this work....Epic.
Published on November 7, 1998

4.0 out of 5 stars A very good overview for the general manager.
The One to One Future was recommended to me by a business school professor as one of the bibles of e-commerce. Read more
Published on August 30, 1998

3.0 out of 5 stars Amen Carole for Hoboken!
I thought the concepts were great, but the after the first few pages of each chapter I couldn't keep my eyes open. Read more
Published on July 6, 1998

5.0 out of 5 stars Will forever change the way you think about marketing
A great, thought-provoking, idea-generating work. Contains very practical and implementable advice for businesses of all sizes. Read more
Published on March 26, 1998

5.0 out of 5 stars Plan for the new marketing future with this book
This book helps bury mass marketing and even writes the tombstone "killed by relationship marketing. Read more
Published on May 31, 1996

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