by Don Peppers, Martha Rogers, Bob Dorf · Currency Doubleday · tapa blanda · ISBN 9780385493697
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«The One to One Fieldbook» is the one-to-one marketing manual by Don Peppers, Martha Rogers and Bob Dorf (Currency Doubleday, paperback, 432 pp., English).
Explains how to apply one-to-one marketing: identify and differentiate customers, interact with them and personalise the offer. Provides guidance for starting, evaluating and improving these programmes, with chapters on data collection, measuring results and using the web, plus checklists and questionnaires.
First edition, published in 1999. Applies the ideas of The One to One Future and Enterprise One to One; includes bibliography and index.
Aimed at executives, marketing managers and companies wanting to implement customer relationship programmes.
Don Peppers is an American advertising executive, author, and was a founding partner of Peppers & Rogers Group.
