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Martha Rogers - The One to One Manager: Real-world Lessons in Customer Relationship Management

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The One to One Manager: Real-world Lessons in Customer Relationship Management: summary, description and annotation

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In The One to One Manager Don Peppers and Martha Rogers go behind the scenes to report on the challenges and solutions discovered by managers leading one-to-one efforts at organizations such as Xerox, British Airways, General Electric, Oracle, First Union, Hewlett-Packard and Levi-Strauss. They examine the day-to-day issues involved in setting up and running one-to-one initiatives through a series of inspiring interviews with executives on the front lines of the one-to-one revolution. The One to One Manager introduces you to the ground-breakers, the pathfinders, the explorers of a vast and rapidly expanding new universe of customer-focused business strategies.

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Martha Rogers
The One to One Manager: Real-world Lessons in Customer Relationship Management

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title The One to One Manager Real-world Lessons in Customer Relationship - photo 1
title:The One to One Manager : Real-world Lessons in Customer Relationship Management
author:Peppers, Don.; Rogers, Martha
publisher:Capstone Publishing Ltd.
isbn10 | asin:1841120936
print isbn13:9781841120935
ebook isbn13:9780585304014
language:English
subjectCustomer relations--Management, Consumers' preferences, Relationship marketing.
publication date:2000
lcc:HF5415.5.P46 2000eb
ddc:658.8/12
subject:Customer relations--Management, Consumers' preferences, Relationship marketing.
Page i
The One to One Manager
Page iii
Also by Don Peppers and Martha Rogers
Enterprise One to One
The One to One Future
The One to One Fieldbook
(co-authored with Bob Dorf)
Page v
The One to One Manager
Real-World Lessons in Customer Relationship Management
Don Peppers and Martha Rogers, Ph.D.
The One to One Manager Real-world Lessons in Customer Relationship Management - image 2
Page vi
Copyright 2000 Don Peppers and Martha Rogers, Ph.D.
FIRST PUBLISHED IN GREAT BRITAIN BY
Captone Publishing Limited
Oxford Centre for Innovation
Mill Street
Oxford OX2 0JX
http://www.capstone.co.uk
PUBLISHED BY ARRANGEMENT WITH DOUBLEDAY
a division of Random House, Inc.
1540 Broadway, New York, New York 10036
All rights reserved. Except for the quotation of short passages for the purposes of criticism and review, no part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher.
ISBN 1 84112 093 6
PRINTED AND BOUND BY
TJ International Ltd, Padstow, Cornwall
Printed on acid-free paper
Substantial discounts on bulk quantities of Capstone books are available to corporations, professional associations and other organizations. For details telephone Capstone Publishing on (+44-1865-798623) or fax (+44-1865-240941).

Page vii
The One to One Manager is dedicated
to General Robert McDermott,
a trailblazer and pathfinder.
Page ix
Contents
Preface
xvii
Introduction
1
Picture 3
Hungry Dragons
1
Picture 4
Scouts, Pathfinders and Navigators
3
Picture 5
What Is "One-to-One Marketing"?
6
Picture 6
So Old It Seems New
15
Picture 7
Pre-Existing Circumstances
22
1
Trusted Agents
27
Picture 8
First USA
31
Picture 9
Franklin University
38
Picture 10
Thought Generator
45

Page x
2
Using Technology
49
Picture 11
American Airlines
51
Picture 12
Previnter
55
Picture 13
Levi Strauss
58
Picture 14
1-800-Flowers
71
Picture 15
First Union
77
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