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Don Peppers and Martha Rogers, authors of
the international bestseller The One to One Future,
go beyond that now classic work on how to sell more products
to fewer customers. For the last several years, they have
been teaching companies how to stay at the head of the pack
by harnessing technology to achieve killer competitive advantages
in customer loyalty and unit margin. In this brave new world
where microchip technology is making it possible for houses
to know their occupants better than the occupants know their
own houses -- know the owners' temperature preferences,
water use, lights, appliances -- businesses have a great
advantage in building unbreakable customer relationships.
Peppers and Rogers explain what kinds of strategies are
applicable to what kinds of businesses, and under what circumstances
-- from cars to credit cards, clothing manufacturers to
dry cleaners, long distance phone companies to computer
resellers. Suddenly car manufacturers, supermarkets, credit
card companies, and fashion houses can compete not on commodity
rules and price wars, but on bold new rules.
Readers of Enterprise One to One
will learn:
- How to improve customer retention,
not just incrementally but dramatically, and increase
your share of each customer's business over time,
despite the increasingly frantic nature of your competitors'
campaigns
- How to protect and increase
your unit margin despite the commoditization that
has begun to infect every business in every category
- How to create entirely new markets
of individual customers with diverse needs
- How to make the transition to the
Interactive Age, gaining advantages from new technologies
without being threatened by them
No book on marketing is as firmly planted
in the competitive future as Enterprise One to One.
Don Peppers is president and founder
of marketing 1:1, inc., based in Stamford, Connecticut.
Martha Rogers, Ph.D., is a founding partner at marketing
1:1, inc., and professor of telecommunications at Bowling
Green State University. Together they are the authors of
the bestselling book The One to One Future.
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