The One to One Future revolutionized marketing when it was firstpublished. Then considered a radical rethinking of marketing basics, thisbestselling book has become today’s bible for marketers. Now finally availablein paperback, this completely revised and updated edition–with an all-newUser’s Guide–takes readers step-by-step through the latest strategies neededfor any business to compete, and succeed, in the Interactive Age.Most businesses follow time-honored mass-marketing rules of pitching theirproducts to the greatest number of people. However, selling more goods to fewerpeople is not only more efficient but far more profitable. The One to OneFuture is a radically innovative business paradigm focusing on the share ofcustomer–one customer at a time–rather than just the share of market.Authors Don Peppers and Martha Rogers reveal one to one strategies to: * Find the 20 percent–or 2 percent–of your own customers and prospects whoare the most loyal and who offer the biggest opportunities for future profit; * Collaborate with each customer, one at a time, just as you now work withindividual suppliers or marketing partners; * Nurture your relationships with each customer by relying on new one to onemedia vehicles–not just the mail, but the fax machine, the touch-tone phone, voice mail, cell phones, and interactive television.Leading-edge companies such as MCI, Lexus, Levi Strauss, and Nissan Canada, andthousands of smaller enterprises, have already adopted the one-to-oneperspective. The strategies outlined in this book work just as well–often evenbetter–for small companies, from two-person accounting firms to flower shopsto furniture stores. Visit theauthors’ web site at http: //www.enterprise1to1.com! Book of the Year
–Tom Peters Peters was wrong. This is not the book of the year. It’s not even the book ofthe decade. It’s one of the two or three most important business books everwritten.
–George Gendron, Inc. magazineThe book that’s revolutionizing marketing in the ‘90s.
–David Weinberger, Wired
A unique perspective on the fundamental, structural changes that technology isalready 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
