The One to One Future
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The One to One Future

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3.69 of 5 stars 3.69  ·  rating details  ·  35 ratings  ·  10 reviews
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...more
Paperback, 464 pages
Published December 14th 1996 by Crown Business (first published July 1st 1993)
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Dale
Over 20 years ago, these authors wrote an incredibly prophetic book, actually saw part of the future and told us what would happen. It was a marketing-focused work, but it examined the way people bought things, and how businesses dealt with those relationships.

It talked about market disruption and discontinuous change, which when properly handled, is the way we grow up. But too many business are terrified of any change (which to them means an uncertain future) and want to remain the same, well,...more
Paul
Jun 20, 2009 Paul added it
Shelves: career
Recommended by Seth Godin--"took a simple truth--that it's cheaper to keep an old customer than it is to get a new one--and articulated the entire field of customer relationship management. They showed that there are only four kinds of people (prospects, customers, loyal customers, and former customers) and that loyal customers are often happy and spend more money with you."
Shawn Riegsecker
This was a groundbreaking book when it was published. It is now commonplace and probably doesn't offer much help.
Rebecca
The book could have been at least 1/4 the length but the anecdotal writing style made it memorable.
Lori Grant
A should-read book on direct marketing for the knowledge worker, manager, executive, or entrepreneur.
Thereal Quidam
Highly recommend. Some great morsels! I receive their newsletter & magazine. Keeps me learning!
Brian
The book that started the field of CRM.
Outsource Marketing /
A little dated, but still good.
Scott
I should give this one more credit. It was way ahead of its time when it came out and reading now gives good foundation to what as become the way marketers approach customers in the new media - social media.
Tom
Nov 23, 2007 Tom marked it as to-read
source is no one
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Recognized for well over a decade as one of the leading authorities on customer-focused relationship management strategies, Don Peppers is an acclaimed author and a founding partner of Peppers & Rogers Group, the world’s premier customer-centered consultancy.

Don’s vision, perspective and thoughtful analysis of global business practices has earned him some significant citations by international...more
More about Don Peppers...
Extreme Trust: Honesty as a Competitive Advantage The One to One Fieldbook Enterprise One to One Return on Customer: Creating Maximum Value From Your Scarcest Resource The One to One Manager: An Executive's Guide To Custom Relationship Management

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