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Summary: Will forever change the way you think about marketing
Review: A great, thought-provoking, idea-generating work. Contains very practical and implementable advice for businesses of all sizes. Especially useful for small companies who are trying to compete with the big guys.
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Summary: Marketing Strategies for the Future
Review: Clear and well-written exploration of market share approach to marketing versus the one-to-one approach to marketing. Explained well, and backed up with solid and very applicable examples. It's important to remember that this book prepared the way for current Internet-based/personalized approaches to marketing. To a current marketeer, it may feel a bit dated (many of the examples are dependent on using snail mail and fax machines) but it given how many large IT projects are centered around database marketing, it's worthwhile reading for a lot of professionals and technical workers who may be missing part of the point of the systems they're developing.
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Summary: An excellent book for beginners and professionals
Review: Having spent many years in sales and marketing, and now as an author (Windows 98 and MCSE Study Tips for Dummies) and trainer/documentation specialist, I can tell you that no one has a better handle on the customer relationship building subject than Don Peppers and Martha Rogers. Following this book through several reprints and revisions, it continues to get better and better. The subject matter is complex, yet they have encapsulated it in a way that makes it easy for anyone to read and comprehend. Kudos for an excellent job!
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Summary: Amen Carole for Hoboken!
Review: I thought the concepts were great, but the after the first few pages of each chapter I couldn't keep my eyes open. I tried reading it on an exercise bike, but it didn't help. Good book, but some of the examples are unbelievable and dry.
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Summary: Epic
Review: One of the all time marketing books for the leaders of the future. This authors concepts are so fresh that only one word could describe the quality of this work....Epic.
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Summary: Brilliant concepts; desperately needs an editor.
Review: Peppers and Rogers may be the pioneers of one-to-one marketing techniques (or maybe even not), but they're terrible book writers. I've read their articles on the same topics, and they're much more concise. In the book, you learn all you really need to know in the first few paragraphs of each chapter; the rest is just regurgitation. I eventually gave up; I just couldn't read it anymore. You'd be better off reading a few articles, or someone else's books, unless you have an extremely high attention span or no background whatsoever in the concepts they discuss. They're very smart people, but if you've already learned the basics, this book will waste your time.
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Summary: What is a "Relationship?"
Review: Peppers and Rogers wrote a pioneering work on reaching customers, that taught marketers to look beyond "segments" to the individual people who actually bought their products or services. But they make an essential mistake in confusing the customer's familiarity with a particular business with having a relationship. Relationships exist between people who know one another, and a business relationship is one in which the customer deals with the same provider for each transaction. An example is a personal trainer you go to each time you work out, or a using the same accountant (not just the same accounting firm) for many years at tax time, or going to the same hairstylist, even following her when she moves to a new salon. These are real relationships, but phoning a catalog company and talking to a different person each time, even if that person can check your past orders and already has the billing information, is NOT a relationship. Using technology to make a transaction more efficient can be a service to customers. People do not always seek a relationship with their provider; sometimes they want anonymity, and the idea that the provider organization "knows" all about them can be scary. Only by distinguishing between real relationships and the kind of "pseudo-relationship" that Peppers and Rogers advocate can you sort out these issues. To learn more about the concept of "relationship" versus the more common service encounter (between customer and provider who do not know each other and do not expect to interact again), read The Brave New Service Strategy by Dr. Barbara A. Gutek and Theresa Welsh. They postulate a service model that consists of a triangle of Customer, Organization and Provider (COP).
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Summary: What is a "Relationship?"
Review: Peppers and Rogers wrote a pioneering work on reaching customers, that taught marketers to look beyond "segments" to the individual people who actually bought their products or services. But they make an essential mistake in confusing the customer's familiarity with a particular business with having a relationship. Relationships exist between people who know one another, and a business relationship is one in which the customer deals with the same provider for each transaction. An example is a personal trainer you go to each time you work out, or a using the same accountant (not just the same accounting firm) for many years at tax time, or going to the same hairstylist, even following her when she moves to a new salon. These are real relationships, but phoning a catalog company and talking to a different person each time, even if that person can check your past orders and already has the billing information, is NOT a relationship. Using technology to make a transaction more efficient can be a service to customers. People do not always seek a relationship with their provider; sometimes they want anonymity, and the idea that the provider organization "knows" all about them can be scary. Only by distinguishing between real relationships and the kind of "pseudo-relationship" that Peppers and Rogers advocate can you sort out these issues. To learn more about the concept of "relationship" versus the more common service encounter (between customer and provider who do not know each other and do not expect to interact again), read The Brave New Service Strategy by Dr. Barbara A. Gutek and Theresa Welsh. They postulate a service model that consists of a triangle of Customer, Organization and Provider (COP).
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Summary: A very good overview for the general manager.
Review: The One to One Future was recommended to me by a business school professor as one of the bibles of e-commerce. It correctly predicted that the technological revolution in selling would provide business the opportunity to develop unique relationships with each customer. It discusses how firms can capitalize on these relationships to capture the lion's share of business from the best customers. Peppers and Rogers develop excellent qualitative tools for understanding how intereactive technology is changing the seller-customer relationship; however, they gear their book to the general manager, not to the person implementing the technology. Also, the book is slightly dated: they give equal time to telephony and fax. Finally, they add some kooky third wave socio-political commentary on how the wired will inherit the earth and won't have to pay taxes. Aside from the Gingrich imitation, however, the book is a highly useful analysis of where the best firms will be heading in the future.
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Summary: Plan for the new marketing future with this book
Review: This book helps bury mass marketing and even writes the tombstone "killed by relationship marketing."Chapter by chapter, this book spells out how to market to your customers instead of marketing your product. For instance, it shows you how to aim for customer share instead of market share. It is through examples that the authors show you how to win at 1:1 marketing. If you're in a competitive market or want to improve your marketing focus, read from it. Learn from it. And execute strategies from it. Neither you, your company, nor your customers will be dissapointed.
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