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The One to One Future

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3.93  ·  Rating details ·  98 ratings  ·  13 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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Average rating 3.93  · 
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Dale
May 04, 2014 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,
...more
Paul
Jun 20, 2009 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."
Iffah Zehra
Feb 17, 2019 rated it really liked it
I like this book! But, unfortunately the examples are very outdated. 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.

Rating Book: ★★★★☆ (4/5)
Gates Ouimette
Mar 02, 2018 rated it it was amazing
Another hugely valuable book in the days of the dot.bomb. This tied directly into a business partnership between I firm I was Principal at and the leading software vendor in this space, at that time (ATG, now part of Oracle). Mass market of one...
Jason Baer
Feb 21, 2017 rated it really liked it
Good concept, but unfortunately the examples are very outdated.
Scott
Feb 17, 2009 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 rated it really liked it
A should-read book on direct marketing for the knowledge worker, manager, executive, or entrepreneur.
Brian
Dec 23, 2012 rated it it was amazing
The book that started the field of CRM.
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!
Gene
Jan 11, 2010 rated it really liked it
Highly recommend. Some great morsels! I receive their newsletter & magazine. Keeps me learning! ...more
Rebecca
Nov 29, 2010 rated it liked it
The book could have been at least 1/4 the length but the anecdotal writing style made it memorable.
Patrick
Jul 27, 2008 rated it really liked it  ·  review of another edition
A little dated, but still good.
Shawn Riegsecker
Jul 13, 2012 rated it liked it
This was a groundbreaking book when it was published. It is now commonplace and probably doesn't offer much help.
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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 internationally r
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