Présentation de l'éditeur
The One to One Future revolutionized marketing when it was first published. Then considered a radical rethinking of marketing basics, this bestselling book has become today's bible for marketers. Now finally available in paperback, this completely revised and updated edition--with an all-new User's Guide--takes readers step-by-step through the latest strategies needed for any business to compete, and succeed, in the Interactive Age.
Most businesses follow time-honored mass-marketing rules of pitching their products to the greatest number of people. However, selling more goods to fewer people is not only more efficient but far more profitable. The One to One Future is a radically innovative business paradigm focusing on the share of customer--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 who are 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 with individual suppliers or marketing partners;
* Nurture your relationships with each customer by relying on new one to one media 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, and thousands of smaller enterprises, have already adopted the one-to-one perspective. The strategies outlined in this book work just as well--often even better--for small companies, from two-person accounting firms to flower shops to furniture stores.
Extrait
That Was Then. This Is Now.
When we wrote The One to One Future in 1993, the Internet was still primarily a tool for college professors, and the Worldwide Web was just an interesting graphical user interface from some computer lab in Europe. Mass customization was still considered by some a contradiction in terms.
Since its publication, readers have turned to The One to One Future for insight into using the Internet to better communicate with their customers. More and more companies have realized that interacting with customers is no longer an option, but a competitive necessity. And now they have questions, How should an interactive company treat its customers? What objectives should a business set for the interactions that take place at its site? How can it measure success? Should different customers be treated differently? Is it sometimes necessary to reward customers for participating in Internet dialogue?
Parallel with development of the Worldwide Web and interactivity, we've seen a surge of mass customization technologies, from bicycles to blue jeans. And while customization might be a difficult and unusual capability for most firms, it is a total question mark for others. How do we customize this commodity product? Will a mass-customized pair of slacks ever cost less than a standardized pair?
The answers to these questions and many more are within the pages of The One to One Future. They are simple, but not obvious.
If anything, this book is even more useful today than it was three years ago. It is more in demand by marketing professionals. It is more popular than ever before in countries like Japan, Portugal, Spain, Germany, China, Korea, and Israel. It's not only more interesting to today's businesses, but more relevant.
And now it's more affordable.
User's Guide
The One to One Future: Building Relationships One Customer at a Time
Don Peppers and Martha Rogers, Ph.D.
The One to One Future addresses a way of doing business that wasn't feasible just ten years ago--although it is a direct reflection of business as it was practiced a hundred and ten years ago! Technology has brought us back to a very old-fashioned way of doing business by making it possible to remember relationships with individual customers
