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The One to One Future

3.81  ·  Rating Details ·  68 Ratings  ·  11 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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May 04, 2014 Dale rated it it was amazing
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,
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."
Oct 01, 2009 Scott rated it liked it
Shelves: for-work
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.
Lori Grant
Mar 29, 2013 Lori Grant rated it really liked it
A should-read book on direct marketing for the knowledge worker, manager, executive, or entrepreneur.
Nick Woodall
Incredible book. Way before it's time! A classic that must be read again and again to really grasp the significance. Remember when this was written-1993!
Jan 02, 2011 Rebecca rated it liked it
The book could have been at least 1/4 the length but the anecdotal writing style made it memorable.
Shawn Riegsecker
Jul 13, 2012 Shawn Riegsecker rated it liked it
This was a groundbreaking book when it was published. It is now commonplace and probably doesn't offer much help.
Kanika rated it really liked it
Sep 19, 2015
Todd Wallace
Todd Wallace rated it it was amazing
Feb 09, 2014
Alexandra Vanessa
Alexandra Vanessa rated it really liked it
Jan 30, 2015
Craig Perler
Craig Perler rated it it was ok
Mar 22, 2013
Dana Cumberland
Dana Cumberland rated it it was amazing
Nov 05, 2016
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Nov 25, 2015
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Chris Orlob rated it really liked it
Oct 04, 2014
Kevin Way
Kevin Way rated it it was ok
Mar 28, 2015
Mike rated it really liked it
Apr 15, 2008
Juan Giraldo
Juan Giraldo rated it it was amazing
Jul 04, 2013
Paul Palmer
Paul Palmer rated it it was amazing
Aug 29, 2007
Michael rated it it was amazing
Dec 30, 2014
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Sep 04, 2015
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Jun 22, 2010
Keely rated it it was ok
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May 13, 2014
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Oct 07, 2016
Dec 23, 2012 Brian rated it it was amazing
The book that started the field of CRM.
Patrick rated it it was ok
Jan 27, 2012
Nov 23, 2007 Tom marked it as to-read
source is no one
Ralph rated it it was amazing
Oct 24, 2015
Laura rated it it was amazing
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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 about Don Peppers...

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