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Title: Enterprise One to One: Tools for Competing in the Interactive Age by Don Peppers, Martha, Phd. Rogers ISBN: 038548755X Publisher: Doubleday Pub. Date: 05 January, 1999 Format: Paperback Volumes: 1 List Price(USD): $17.50

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Average Customer Rating: 4.3

Rating: 4
Summary: Beyond a vision, but not a field guide
Comment: As 1-to-1 marketing becomes common parlance within the marketing world, this book is the must read for taking a theory beyond a Chief Marketing Officer's vision and actually putting it to work. The concepts and methods of 1-to-1 are laid out in a very methodical and easy-to-follow manner. If someone mentions 1-to-1 marketing within the context of a speech, interview, or paper, this is the primer to understand both the concept and the methods. However, this is not the book to purchase if you would like an exact science of steps to CRM and 1-to-1 success. This book has been in print for a period of years and many of the methods may need to be updated for new technological tools and increased issues with privacy.

Rating: 4
Summary: Insightful
Comment: I was very pleased with the quality of writing that went into this book. It provides a wealth of information in the one-to-one personalization space; not just the Internet paradigm, but as a business building methodology. I was very pleased.

Rating: 5
Summary: Good stuff for expanding your mind
Comment: If you are going to do customer relationship management this book is for you. Whether you are in business or IT it will be valuable in any case. The book gives examples of best in breed CRM practices. It is very easy to read. Some of you will find ideas which will probably help you move your business forward to the 1-to-1 future. You will learn what the differences are between a traditional view of the customer and that of a 1-to-1 practitioner. You will also learn about new principles of customer segmentation and how to migrate from mass marketing to more selective 1-to-1 marketing. Although it is not a complete guide, you will enjoy reading it.

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