Enterprise One to One

Overview

Is there anyone out there who isn't worried about staying far in front of the technological tidal wave that is making products smarter and changing everything about what customers buy, how they buy, and where their loyalty goes?

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 ...

See more details below
Available through our Marketplace sellers.
Other sellers (Hardcover)
  • All (66) from $1.99   
  • New (5) from $1.99   
  • Used (61) from $1.99   
Close
Sort by
Page 1 of 1
Showing All
Note: Marketplace items are not eligible for any BN.com coupons and promotions
$1.99
Seller since 2005

Feedback rating:

(279)

Condition:

New — never opened or used in original packaging.

Like New — packaging may have been opened. A "Like New" item is suitable to give as a gift.

Very Good — may have minor signs of wear on packaging but item works perfectly and has no damage.

Good — item is in good condition but packaging may have signs of shelf wear/aging or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Acceptable — item is in working order but may show signs of wear such as scratches or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Used — An item that has been opened and may show signs of wear. All specific defects should be noted in the Comments section associated with each item.

Refurbished — A used item that has been renewed or updated and verified to be in proper working condition. Not necessarily completed by the original manufacturer.

New
1997 Hard cover Illustrated. New in new dust jacket. Clean and tight-unused copy-Excellent! ! Sewn binding. Cloth over boards. 464 p. Contains: Illustrations. Audience: ... General/trade. Read more Show Less

Ships from: Wauwatosa, WI

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$1.99
Seller since 2008

Feedback rating:

(494)

Condition: New
1996 Hardcover New! Perfect condition. 99.9% Positive Feedback. SHIPS OUT WITHIN 1 BUSINESS DAY! CHARITY SALE! 100% of the proceeds benefit the literacy and educational efforts ... of Books for America. Read more Show Less

Ships from: Fairfax, VA

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$2.50
Seller since 2014

Feedback rating:

(90)

Condition: New
No Remainder Mark, No Damage, 100% satisfaction guaranteed. Ship twice daily.

Ships from: Plano, TX

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$4.99
Seller since 2009

Feedback rating:

(108)

Condition: New
Brand new and never been read. Pages are crisp with no markings on the cover.

Ships from: Bellerose Village, NY

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$16.54
Seller since 2005

Feedback rating:

(139)

Condition: New
12/1/1996 Hardcover New 0385482051 Excellent condition, hardback 1997 FIRST EDIITON, no marks, great cover, great dust jacket, readit, VG+/VG+

Ships from: Federal Way, WA

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
Page 1 of 1
Showing All
Close
Sort by
Sending request ...

Overview

Is there anyone out there who isn't worried about staying far in front of the technological tidal wave that is making products smarter and changing everything about what customers buy, how they buy, and where their loyalty goes?

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.

Read More Show Less

Editorial Reviews

From the Publisher
"Use it immediately. And if you don't, be prepared to lose customers to those who do! Enterprise One to One is destined to become the business field guide for the 21st Century."
--Jim Kouzes, Chairman and CEO, TPG (Tom Peters Group) Learning Systems, and co-author of The Leadership Challenge

"First to map the uncharted new world of interactive business. Use it to unlock the immense potential value of your customers."
--Scott Cook, President, Intuit

"Everyone should read this practical, insightful book. There would not only be many more profitable businesses of all sizes, there would also be a lot more satisfied, loyal customers."
--Esther Dyson, President, EDventure Holdings

"Exceptional. We're basing our strategic planning on these principles."
--Larry Rosenberger, President and CEO, Fair, Isaac

"Look no further than Enterprise One to One to find a practical business model for operating in an online interactive world."
--Martin Nisenholtz, President, The New York Times Electronic Media Company

"Creative, insightful, compelling."
--Wolfgang R. Schmitt, Chairman of the Board and CEO, Rubbermaid Incorporated

Library Journal
In their latest collaboration, following the best-selling The One to One Future: Building Relationships One Customer at a Time, the authors emphasize the changing state of advertising competition from mass-media strategies to a one-on-one, individual approach. The ability to identify outstanding customers, made possible by computerization, allows companies to bargain directly with the most likely candidates for their products. The one-on-one marketer establishes that relationship by offering a high-quality product or service geared to a customer's needs. The authors illustrate their ideas with many specific examples, and footnotes identify sources. At once practical and academic, this challenging title should be considered by academic, public, and special libraries that serve business or students of business of any age. -- Littleton M. Maxwell, University of Richmond
Library Journal
In their latest collaboration, following the best-selling The One to One Future: Building Relationships One Customer at a Time, the authors emphasize the changing state of advertising competition from mass-media strategies to a one-on-one, individual approach. The ability to identify outstanding customers, made possible by computerization, allows companies to bargain directly with the most likely candidates for their products. The one-on-one marketer establishes that relationship by offering a high-quality product or service geared to a customer's needs. The authors illustrate their ideas with many specific examples, and footnotes identify sources. At once practical and academic, this challenging title should be considered by academic, public, and special libraries that serve business or students of business of any age. -- Littleton M. Maxwell, University of Richmond
Read More Show Less

Product Details

  • ISBN-13: 9780385482059
  • Publisher: Crown Publishing Group
  • Publication date: 12/1/1996
  • Edition number: 1
  • Pages: 464
  • Product dimensions: 5.28 (w) x 7.51 (h) x 1.41 (d)

Meet the Author

Don Peppers, a globally respected thought leader, futurist, and consultant, is a partner at the management consulting and training firm Peppers and Rogers Group.

Dr. Martha Rogers is a partner at Peppers and Rogers Group, a Professor of the Practice at the Fuqua School of Business at Duke University, and a member of the Dean's Advisory Council at Indiana University. Together they are the authors of the bestselling book The One to One Future, as well as the authors, with Bob Dorf, of The One to One Fieldbook.

From the Trade Paperback edition.

Read More Show Less

Read an Excerpt

Anyone with a customer is an enterprise. We wrote Enterprise One to One for anyone with a customer.

As the Interactive Age arrives, every enterprise will have to learn how to treat different customers differently. That's what Enterprise One to One is all about.

Before you read Enterprise One to One, you might like to know a little about how this book got its start. In our first book, The One to One Future: Building Relationships One Customer at a Time, we proposed a radically different way of doing business, given the new reality of faster, more powerful computers and increasingly interactive media. To deal with this new reality, we proposed a new kind of competition--a customer-oriented competition we called one-to-one (1:1) marketing. Instead of selling one product at a time to as many customers as possible in a particular sales period, the 1:1 marketer uses customer databases and interactive communications to sell one customer at a time as many products and services as possible, over the entire lifetime of that customer's patronage. This is a strategy that requires a business to manage customers individually rather than just managing products, sales channels, and programs. While the traditional marketer gauges success in terms of market share growth, the 1:1 marketer also measures share of customer.

When we were writing it, we considered The One to One Future  a warning--a wake-up call for businesses and organizations of all kinds. We were writing to business managers who recognized the beginning of the end of the mass marketing era but had no other flag to rally around.

Our book caused a stir. Tom Peters read it and said we made his "close to the customer" axiom from In Search of Excellence "pale by comparison." What has pleased us most, however, is the variety of companies around the world that have enthusiastically embraced 1:1 strategies. It's obvious that 1:1 marketing has hit a major strategic nerve in the business community.

* Pitney Bowes reduced attrition at one end of its mailing systems business by 20 percent, growing its market share and shrinking its cost of sales in the bargain.

* Management attendees at BellSouth's Internal Leadership Institute are now being trained in the principles of 1:1 marketing, to enable the company to survive and prosper when telecommunications regulatory protections are removed.

* NCR is launching a worldwide consulting practice in 1:1 marketing under the name Total Customer Management, designed to assist the firm's data warehouse customers to make full use of their information technology capabilities.

* BroadVision has launched new software for the World Wide Web which permits a Web site owner to practice 1:1 marketing by customizing Web pages dynamically, in real time, to the individual specifications and needs of individual browsers.

One result of all this activity has been that more questions have been raised by our own clients and others, and we have done a great deal more thinking about the topics we first raised in The One to One Future. In our consulting practice we have found that as straightforward as they might sound in principle, actually implementing some of the strategies we advocate is often not so easy.

The most common error most firms commit when preparing to create one-to-one relationships with their customers, is underestimating the degree to which every facet of the enterprise needs to be involved in the process and integrated into the actual customer relationship. Probably the second most common error, however, is overestimating the amount of change required to begin an orderly transition from product-based aggregate-market competition to customer-driven competition. In most cases, the benefits of 1:1 marketing can be measured and proved without a wholesale restructuring of a firm's current sales and marketing system, although often the results of such testing will lead the enterprise to plan such a restructuring sooner rather than later.

It is not necessary for you to have read The One to One Future in order to get the full benefit of Enterprise One to One. We wrote the first book as a "why-to" book. Enterprise One to One, by way of contrast, is a how-to book--a tool kit chock-full of practical, experience-based advice. The tools in this particular kit will enable any enterprise to assess its own situation realistically, gauge the benefits of the kind of change that will be necessary, and then plan rationally how to make that change.

If our experience is any guide, Enterprise One to One can hardly represent the last word on 1:1 marketing. There will be many additional ideas and strategies generated by the businesses already engaged in this kind of competition, as well as by those just now figuring out how to make the transition. We expect this book to be distributed around the world, and we hope it is successful, but even as it is going to print, more tools are being invented, more examples are being documented, and more strategies are being hatched. One of the advantages of being at the center of this movement is that we often learn of new and interesting developments in a variety of different industries well before the mainstream business press writes about them. If you want to stay abreast of these developments, or if you'd like to find out about our own latest thinking on a particular topic, or if you have something of your own to share with us, please feel free to visit us at our Web site.
The word "enterprise" can be defined as a daring project or undertaking, and this is, indeed, exactly what we are proposing in Enterprise One to One. Treating different customers differently is not a strategy that can simply be grafted onto any firm's existing systems and operations. Instead, it represents a radically different, even daring, orientation for the enterprise, and requires an integrative approach, with a variety of enterprise functions all working together.

To implement the principles outlined here, you'll have to get the CEO actively involved sooner or later. Most business authors dream of writing a book that the CEO will read and then require everyone in the organization to buy. Our hope for Enterprise is to have a book that everyone in the organization will read, and then require the CEO to buy. For any enterprise to succeed with the strategies proposed in Enterprise One to One, the CEO will have to drive the change across divisional and functional boundaries throughout the organization. There is no other way.

Who should read this book? You, if you have a customer, or if you work for an organization that has customers. Read it if you want to survive and prosper--and keep your customer--in the Interactive Age.

--Don Peppers and Martha Rogers http://www.marketing1to1.com

Read More Show Less

Table of Contents

Acknowledgments
Preface
1 The Musical Condom: The Basic Rules of Competition Rewritten for the Interactive Age 1
2 Some Customers are More Equal than Others: How to Identify and Capitalize on Customer Differences 30
3 Mapping the Strategy: How to Use Your Customer Base to Map Out Your 1:1 Strategy 55
4 Infant Mortality at MCI: How to Fix the "Leaky Bucket" of Customer Attrition - and How Not To 79
5 Growing Your Customer Base: How to Increase Your Share of Customer and Improve Your Bottom Line 99
6 The Asymmetrical Brassiere: How to Profit from Mass Customization 135
7 Smart Retreads: How to Keep Your Customers Forever, and Increase Your Margins Too 168
8 Expanding the "Need Set": How to Customize, Even if You're Selling a Commodity 195
9 Community Knowledge: How to Anticipate What Your Customer Wants 230
10 Surfing the Feedback Loop: How to Get More Customer Feedback While Protecting Privacy 251
11 The Medium is the Matchmaker: How to Own the Customer in a Changing Media Landscape 283
12 The Busy Shoe Salesman: How to Remove Distribution Barriers Between You and the Customer 316
13 Making It: How to Get There from Here 350
14 An Open Letter to the CEO 383
Notes 392
Glossary and Principles 415
Index 426
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)