Publisher: Doubleday, 1997, 436 pages
ISBN: 0-385-48755-X
Enterprise One to One has taken its place alongside Don Peppers and Martha Roger's One to One Future as a marketing classic on how to sell more products to fewer customers through one-to-one marketing. In this brave new world, where microchip technology is making it possible for businesses to know their customers better than ever before, there is incredible opportunity to build unbreakable customer relationships. Peppers and Rogers explain the strategies needed to achieve killer competitive advantages in customer loyalty and unit margin. Among the things Enterprise One to One teaches are how to increase your share of each customer's business over time; how to protect and increase your unit margin; and how to make the transition to the Interactive Age with today's new technologies.
Enterprise One to One is the bible for successful marketing in today's competitive, high-tech world.
Yet another Peppers and Rogers book. You have to admit that they are good authors that manage to convey meaning to the readers, even if they sometimes are a bit skimpy on detail.
Recommended reading anyway, as it gets you to think.
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