The One to One Fieldbook, The Complete Toolkit for Implementing a 1to1 Marketing Program, Don Peppers, Martha Rogers, Bob Dorf your customers, marketing program, one fieldbook, call center, one one, one one fieldbook, differentiate your
 
   

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The One to One Fieldbook

The Complete Toolkit for Implementing a 1to1 Marketing Program

 Don Peppers, Martha Rogers, Bob Dorf

 
   
 
 
 
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your customers
marketing program
one fieldbook
call center
one one
one one fieldbook
differentiate your
differentiate your customers
your company
individual customer
one-to-one marketing
steps marketing
results marketing
business situation
customer differentiation
product service
information infrastructure
marketing database
management enterprise
members enterprise
systems enterprise
web site
one-to-one enterprise
plan initiative
complete toolkit
toolkit implementing
implementing marketing
complete toolkit implementing
toolkit implementing marketing
implementing marketing program
sales marketing
Don Peppers
Martha Rogers
Bob Dorf
Scott Cook
Esther Dyson
George Gendron
Jim Kouzes
Regis McKenna
Martin Nisenholtz
Tom Peters
Larry Rosenberger
The One to One Fieldbook
The Complete Toolkit for Implementing a 1to1 Marketing Program
Sales & Marketing
Brand loyalty
Brand management
Competitor analysis
Consumer behavior
Customer loyalty
Customer retention
Direct marketing
Global markets
Growth strategies
Internet marketing
Market research
Market share
Marketing mix
Mass customization
Niche markets
Product life cycles
Relationship marketing
Value chain
Value proposition
Don Peppers
Martha Rogers
Bob Dorf
Scott Cook
Esther Dyson
George Gendron
Jim Kouzes
Regis McKenna
Martin Nisenholtz
Tom Peters
Larry Rosenberger


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Following are the titles and brief quotes from the Concept Extracts that make up this Concept Book Summary.
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What Is One-to-One Marketing?

"To be a genuine 1to1 marketer, you have to be able and willing to change your company's behavior toward an individual customer based on what you know about that customer and what the customer tells you."
Four Implementation Steps for a 1to1 Marketing Program

"It's impossible to simply "strap on" a 1to1 marketing campaign and continue to do business in a traditional manner."
How to Get Immediate Results with 1to1 Marketing

"We've seen many companies realize a quick payoff through a series of short-term improvements in the way they do business."
Identify Your Customers

"The first question is how to define the customer."
Identifying Customers in a Business-to Business Situation

"The biggest problem for many businesses that sell equipment to other businesses is identifying the product's actual end users."
Differentiate Your Customers

"The key differentiation issues, in other words, are what the customer wants and what the customer is worth."
Practical Tips for Customer Differentiation

"The real challenge in building a 1to1 enterprise is evaluating and understanding the data available to you already."
Interact with Your Customers

"It has a direct impact on the customer, whose awareness of the interaction is an indispensable part of the process."
Customize Your Product or Service

"Without some change in the enterprise's actual behavior toward a single, individual customer, what's the point of even calling it a "one-to-one" relationship?"
Building a "1to1 Friendly" Information Infrastructure

"Taking the time to understand how your old system works?and at what speed?will spare you many late-night headaches as you begin the process of migrating data to your new system. "
Five Steps to a 1to1 Marketing Database

"People are constantly moving, getting married or divorced, having babies, sending kids to college, changing jobs or job titles, changing their minds, and changing their product loyalties."
Customer Management in a 1to1 Enterprise

"A single customer should never be assigned to more than one portfolio."
Evaluating Channel Members in a 1to1 Enterprise

"As a rule, customers don't care which channel they deal with."
Compensation Systems in a 1to1 Enterprise

"Most salespeople are compensated today in ways that make them virtually indifferent to customer loyalty."
The 1to1 Call Center

"Turning a lowly call center into a more automated and capable customer interaction center creates an environment in which a true learning relationship can be cultivated with each customer."
Building a 1to1 Web Site

"Is your company really ready and able to concentrate on this complex, long-term task, or is it likely to be just the next "project du jour"?"
Advertising and Marketing Communications for the One-to-One Enterprise

"An ad campaign could help you identify and differentiate your customers, if the ad message itself were to generate a response."
A Ten Step Plan for a 1to1 Initiative

"Get senior management to buy in."
 


This Book Summary contains Concept Extracts from:

The One to One Fieldbook
Don Peppers
Martha Rogers
Bob Dorf

Doubleday Broadway Books
1999
Copyright (c) 1999 Don Peppers, Martha Rogers, Ph.D., and Bob Dorf.


Biography: Don Peppers is a globally respected thought leader, fururist, and consultant. Formerly the CEO of a top 20 direct marketing agency, he is a partner at the management consulting and training firm Peppers and Rogers Group, based in Stamford, Connecticut.

Martha Rogers, PH.D., is a partner at Peppers and Rogers Group, a Professor of the Practice at the Fuqua School of Business at Duke University, and a member of the Dean's Advisory Council at Indiana University. Together they are the authors of the bestselling book The One to One Future and Enterprise One to One.

Bob Dorf is president of Peppers and Rogers Group and has led the firm's consulting practice since its inception. Formerly founder and CEO of one of the nation's top independent public relations firms, he has pioneered efforts in the arena of custom-built marketing and public relations strategies.

Key Phrases in this title:
your customers, marketing program, one fieldbook, call center, one one, one one fieldbook, differentiate your, differentiate your customers, your company, individual customer, one-to-one marketing, steps marketing, results marketing, business situation, customer differentiation, product service, information infrastructure, marketing database, management enterprise, members enterprise, systems enterprise, web site, one-to-one enterprise, plan initiative, complete toolkit, toolkit implementing, implementing marketing, complete toolkit implementing, toolkit implementing marketing, implementing marketing program, sales marketing, Don Peppers, Martha Rogers, Bob Dorf, Scott Cook, Esther Dyson, George Gendron, Jim Kouzes, Regis McKenna, Martin Nisenholtz, Tom Peters, Larry Rosenberger

Books at MeansBusiness by: Don Peppers
Books at MeansBusiness by: Martha Rogers
Books at MeansBusiness by: Bob Dorf
 
         


 
 
           
     
 
 



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The 22 Immutable Laws of Marketing Violate Them at Your Own Risk! | Al Ries, Jack Trout|1993
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All Consumers Are Not Created Equal The Differential Marketing Strategy for Brand Loyalty and Profits | Garth Hallberg|1995
Beyond Maxi-Marketing The New Power of Caring and Daring | Stan Rapp, Thomas Collins|1994
Beyond Spin The Power of Strategic Corporate Journalism | Markos Kounalakis, Drew Banks, Kim Daus|1999
Brand Asset Management Driving Profitable Growth Through Your Brands | Scott Davis|2000
Brand Leadership | David Aaker, Erich Joachimsthaler|2000
The Brand Mindset[tm] How Companies Like Starbucks, Whirlpool, and Hallmark became Genuine Brands and Other Secrets of Branding Success | Duane Knapp|2000
Brand Spirit How Cause Related Marketing Builds Brands | Hamish Pringle, Marjorie Thompson|1999
Building Brand Identity A Strategy for Success in a Hostile Marketplace | Lynn Upshaw|1995
Building Strong Brands David Aaker|1996
Consultative Selling Mack Hanan|1995
Corporate Creativity How Innovation and Improvement Actually Happen | Alan Robinson, Sam Stern|1997
Creating Strategic Leverage Matching Company Strengths with Market Opportunities | Milind Lele|1992
Crossing the Chasm Marketing and Selling High-Tech Products to Mainstream Customers | Geoffrey Moore|1999
Customer Centered Selling Eight Steps to Success from the World's Best Sales Force | Robert L Jolles|1998
The Customer Is CEO How to Measure What Your Customers Want—And Make Sure They Get It | Forler Massnick|1997
Customer Specific Marketing The New Power in Retailing | Brian Woolf|1996
Customer-Driven Strategy Winning Through Operational Excellence | Thomas Wallace|1992
Customers As Partners Building Relationships That Last | Chip Bell|1994
Cyber Rules Strategies for Excelling at E-Business | Thomas Siebel, with Pat House|1999
Disruption Overturning Conventions and Shaking up the Marketplace | Jean-Marie Dru|1996
Divide and Conquer Target Your Customers Through Market Segmentation | Harry Webber|1998
Driving Brand Value Using Integrated Marketing to Manage Profitable Stakeholder Relationships | Tom Duncan, Sandra Moriarty|1997
Driving Customer Equity How Customer Lifetime Value is Reshaping Corporate Strategy | Roland Rust, Valarie Zeithaml, Katherine Lemon|2000
The E-Commerce Arsenal 12 Technologies You Need to Prevail in the Digital Arena | Alexis Gutzman|2001
Eating the Big Fish How Challenger Brands Can Compete Against Brand Leaders | Adam Morgan|1999
Endless Referrals Network Your Everyday Contacts into Sales | Bob Burg|1999
The Experience Economy Work Is Theatre & Every Business a Stage | Joseph Pine, James Gilmore|1999
Experiential Marketing How to Get Customers to Sense, Feel, Think, Act, Relate to Your Company and Brands | Bernd Schmitt|1999
Franchise Organizations Jeffrey Bradach|1998
Free, Perfect, and NOW Connecting to the Three Insatiable Customer Demands: A CEO's True Story | Robert Rodin|1999
Getting It Right Creating Customer Value for Market Leadership | Philip Weinzimer|1998
Global Jumpstart The Complete Resource for Expanding Small and Midsize Businesses | Ruth Stanat, Chris West|1999
Go for Growth Five Paths to Profit and Success?Choose the Right One for You and Your Company | Robert Tomasko|1996
The Handbook of Strategic Public Relations & Integrated Communications Clarke Caywood|1997
How Hits Happen Forecasting Predictability in a Chaotic Marketplace | Winslow Farrell|1998
Industrial Marketing Strategy | Frederick Webster|1995
Innovation Explosion Using Intellect and Software to Revolutionize Growth Strategies | James Brian Quinn, Jordan Baruch, Karen Anne Zien|1997
Inside the Tornado Marketing Strategies from Silicon Valley's Cutting Edge | Geoffrey Moore|1995
The Interactive Marketplace Business-to-Business Strategies for Delivering Just-in-Time, Mass-Customized Products | Keith Brown|2000
Kotler on Marketing How to Create, Win, and Dominate Markets | Philip Kotler|1999
Lessons from the Nordstrom Way How Companies are Emulating the #1 Customer Service Company | Robert Spector|2000
Managing Brand Equity Capitalizing on the Value of a Brand Name | David Aaker|1991
Managing Channels of Distribution The Marketing Executive's Complete Guide | Kenneth Rolnicki|1998
Managing Major Sales Practical Strategies for Improving Sales Effectiveness | Neil Rackham, Richard Ruff|1991
Market Research Matters Tools and Techniques for Aligning Your Business | Robert Duboff, Jim Spaeth|2000
Marketing Myths That Are Killing Business The Cure for Death Wish Marketing | Kevin Clancy, Robert Shulman|1994
Marketing Plans That Work Targeting Growth and Profitability | Malcolm McDonald, Warren Keegan|1997
Marketing Research | David Aaker, Kumar, George Day|2001
Marketing the Unknown Developing Market Strategies for Technical Innovations | Paul Millier|1999
Marketing Warfare Al Ries, Jack Trout|1986
The Masterbrand Mandate The Management Strategy That Unifies Companies and Multiplies Value | Lynn Upshaw, Earl Taylor|2000
Mastering Marketing The Complete MBA Companion in Marketing | Neville Hawcock, Tim Dickson|1999
Net Worth Shaping Markets When Customers Make the Rules | John Hagel, Marc Singer|1999
The New Marketing Era Marketing to the Imagination in a Technology-Driven World | Paul Postma|1999
The New Positioning The Latest on the World's #1 Business Strategy | Jack Trout, Steve Rivkin|1996
The One to One Fieldbook The Complete Toolkit for Implementing a 1to1 Marketing Program | Don Peppers, Martha Rogers, Bob Dorf|1999
Outrageous! Unforgettable Service. . . Guilt Free Selling | Scott Gross|1998
The Paradox Process Creative Business Solutions . . . Where You Least Expect to Find Them | Derm Barrett|1998
Permission Marketing Turning Strangers into Friends, and Friends into Customers | Seth Godin|1999
Power Base Selling Secrets of an Ivy League Street Fighter | Jim Holden|1999
The Power of Logos How To Create Effective Company Logos | William Haig, Laurel Harper|1997
The Power of Now How Winning Companies Sense & Respond to Change Using Real-Time Technology | Vivek Ranadive|1999
Public Relations on the Net Winning Strategies to Inform and Influence the Media, the Investment Community, the Government, the Public, and More! | Shel Holtz|1998
Relationship Marketing New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever | Ian Gordon|1998
Relationship Marketing Successful Strategies for the Age of the Customer | Regis McKenna|1991
Relentless The Japanese Way of Marketing | Johny Johansson, Ikujiro Nonaka|1996
Relentless Growth How Silicon Valley Innovation Strategies Can Work in Your Business | Christopher Meyer|1998
Rethinking the Sales Force Redefining Selling to Create and Capture Customer Value | Neil Rackham, John De Vincentis|1999
Rocking the Ages The Yankelovich Report on Generational Marketing | Walker Smith, Ann Clurman|1997
Sales, Marketing, and Continuous Improvement Six Best Practices to Achieve Revenue Growth and Increase Customer Loyalty | Daniel Stowell|1997
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Selling With Integrity Reinventing Sales Through Collaboration, Respect, and Serving | Sharon Drew Morgan|1997
Seven Secrets of Service Strategy | Jacques Horovitz|2000
Smart Business Solutions for Direct Marketing and Customer Management How to Harness the Power of Technology to Put Your Small Business in the Black | Douglas Gantenbein|1999
Smart Things to Know about Brands & Branding | John Mariotti|1999
The Soul of the New Consumer Authenticity?What We Buy and Why in the New Economy | David Lewis|2000
Stop Selling, Start Partnering The New Thinking about Finding & Keeping Customers | Larry Wilson, Hersch Wilson|1994
Strategic Market Planning A Blueprint for Success | Patrick McNamee|1998
Street Trends How Today's Alternative Youth Cultures are Creating Tomorrow's Mainstream Markets | Janine Lopiano-Misdom, Joanne De Luca|1997
Thinking Out of the Box How to Market Your Company into the Future | Kathy Yohalem|1997
Tough Selling for Tough Times | Murray Raphel, Neil Raphel|1992
Truth, Lies, and Advertising The Art of Account Planning | Jon Steel|1998
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Visionary Selling How to Get to Top Executives?and How to Sell Them When You're There | Barbara Geraghty|1998
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What Customers Like About You Adding Emotional Value for Service Excellence and Competitive Advantage | David Freemantle|1999
Why Firms Succeed Choosing Markets and Challenging Competitors to Add Value | John Kay|1995
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Wide-Angle Vision Beat Your Competition by Focusing on Fringe Competitors, Lost Customers, and Rogue Employees | Wayne Burkan|1996
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Sales & Marketing
Book Extract Suites
Each Suite contains extracts from 3 to 10 books focused on a single business concept

  • Market Creation, Innovation & Growth
    • Analyzing the Market Malcolm McDonald, Warren Keegan, Roger Blackwell, David Aaker, Christopher Gardner, Sergio Zyman, Michael Berry, Gordon Linoff, Wayne Burkan, Philip Kotler, Peter Drucker
    • Transitioning to Web Marketing Geoffrey Moore, Rick Levine, Christopher Locke, Doc Searls, David Weinberger, Pauline Bickerton, Matthew Bickerton, Kate Simpson-Holley, Jill Ellsworth, Matthew Ellsworth, Richard Gascoyne, Koray Ozcubukcu, Tom Duncan, Sandra Moriarty, David Bovet, Kim Bayne, Walid Mougayar, Joseph Martha
  • Integrated Marketing, Sales & Service
    • Developing a Marketing Strategy Alvin Lehnerd, Marc Meyer, Malcolm McDonald, Warren Keegan, Jack Trout, Leonard Schlesinger, David Aaker, James Antos, James Brimson, Brian Bloomfield, Dale Littler, David Knights, Philip Kotler, Rod Coombs, James Heskett, Earl Sasser, Kathy Yohalem
    • Selling Solutions, Not Products Robert L Jolles, Kenneth Preiss, Steven Goldman, Roger Nagel, Sharon Drew Morgan, Neil Rackham, John De Vincentis, Barbara Geraghty, Kim Wallace, Harry Washburn, Scott Gross, Adrian Slywotsky, Frederick Webster
    • Exceptional Customer Service Richard Whiteley, Diane Hessan, Regis McKenna, Jack Schmid, Robert Hiebeler, Thomas B Kelly, Charles Ketteman, Jacques Horovitz, Stanley Brown, Alan Webber, Douglas Gantenbein, Jeremy Hope, Tony Hope, David Packard, Gene Tyndall, Christopher Gopal, Wolfgang Partsch, John Kamauff
  • Establishing Value & Pricing
    • Financial Analysis for Successful Marketing Robert Dolan, Malcolm McDonald, Warren Keegan, Jack Trout, Sergio Zyman, Lianabel Oliver, James Antos, James Brimson, Philip Kotler, Janet Lowe, Hermann Simon, Kim Bayne, Garth Hallberg, James Sagner
    • Calculating Customer Value Don Peppers, Martha Rogers, Neil Rackham, John De Vincentis, Thomas Hargraves, Edward Wakin, Jack Schmid, Ian Gordon, Jacques Horovitz, Bob Dorf, James Cortada, Robert Duboff, Joan Koob Cannie, Stanley Brown, Frederick Reichheld, Alan Webber, Jim Spaeth, Jeremy Hope, Tony Hope
    • Pricing for Profitability Robert Dolan, Malcolm McDonald, Warren Keegan, Sharon Oster, Shiv Mathur, Alfred Kenyon, Evan Schwartz, Hermann Simon, Shahid Ansari, Jan Bell, Scott Davis, CAM-I Target Cost Core Group
  • Finding & Targeting Customers
    • Personalization Strategies Carl Shapiro, Hal Varian, Don Peppers, Martha Rogers, Jonathan Ezor, Robbin Zeff, Brad Aronson, Andrew Shapiro, Michael Fradette, Steve Michaud, Leonard Berry, Bob Dorf, Richard Gascoyne, Koray Ozcubukcu, Paul Postma, Kate Maddox, Dana Blankenhorn
    • Identifying Customer Preferences Richard Whiteley, Diane Hessan, Leonard Schlesinger, Walter Tornow, Robert Hiebeler, Thomas B Kelly, Charles Ketteman, Daniel Stowell, Jacques Horovitz, Theodore Kinni, Glenn Rifkin, Manuel London, Shahid Ansari, Jan Bell, James Heskett, Earl Sasser, CAM-I Target Cost Core Group, Sam Hill
  • Customer Relationships & Satisfaction
    • Measuring Customer Satisfaction Robert Kaplan, Leonard Schlesinger, George Day, David Aaker, Thomas Hargraves, Edward Wakin, Robert Hiebeler, Thomas B Kelly, Charles Ketteman, Mark Graham Brown, Kumar, Jacques Horovitz, James Cortada, Tom Connellan, Forler Massnick, Ron Zemke, Stanley Brown, James Heskett, Earl Sasser, David Norton
  • Corporate Positioning & Branding
    • Developing Marketing Plans Malcolm McDonald, Warren Keegan, Jack Nilles, David Aaker, Paul Millier, Daniel Janal, Philip Kotler, Shona Brown, Kathleen Eisenhardt, Kim Bayne, Kathy Yohalem, Peter Drucker
    • Implementing Marketing Plans Malcolm McDonald, Warren Keegan, Don Peppers, Martha Rogers, Don Schultz, Stanley Tannenbaum, Robert Lauterborn, Bob Dorf, Tom Duncan, Sandra Moriarty, Kevin Clancy, Robert Shulman, Philip Kotler, Seth Godin, Glenn Rifkin, Stan Rapp, Thomas Collins, Kim Bayne, Sam Hill
    • Brand Leadership Barry Gibbons, David Aaker, Adam Morgan, Evan Schwartz, Glenn Rifkin, Agnieszka Winkler, Chuck Martin, John Mariotti, Scott Davis, Paul Cohen, Frances Hesselbein, Sam Hill, Kathy Yohalem, Lynn Upshaw
  • Advertising, Public Relations & Promotion
    • Transitioning from Mass Marketing Don Peppers, Martha Rogers, Ian Gordon, Michael Hammer, James Champy, Bob Dorf, Joseph Pine, Paul Postma, Philip Kotler, James Gilmore, Seth Godin, Forler Massnick, Stan Rapp, Thomas Collins, Harry Webber
    • Marketing Communications: Strategy & Tactics Malcolm McDonald, Warren Keegan, Don Schultz, Jonathan Ezor, Robbin Zeff, Brad Aronson, Sergio Zyman, Stanley Tannenbaum, Robert Lauterborn, Sharon Oster, Adam Morgan, Glenn Rifkin, Stan Rapp, Thomas Collins, Scott Davis, Garth Hallberg, Sam Hill
  • Partnerships, Alliances & Co-opetition
    • Partner Relationship Management John Oleson, Jac Fitz-Enz, John Schorr, Geoffrey Moore, Leonard Berry, Martin Deise, Conrad Nowikow, Patrick King, Amy Wright, Jay Galbraith, William Bergquist, Juli Betwee, David Meuel, Susan Mohrman, Edward Lawler, Peter Cohan, Mohamed Zairi
  • Global Marketing Challenges
    • Global Marketing Strategy Robert Dolan, Jonathan Story, Jonathan Ezor, Jean-Pierre Jeannet, Murray Weidenbaum, Samuel Hughes, David Aaker, David Greising, Rolf Jensen, Robert Grosse, Johny Johansson, Ikujiro Nonaka, Hermann Simon
    • Competing in the Global Marketplace Robert Slater, Marshall Goldsmith, Jean-Pierre Jeannet, Richard Schubert, Frances Cairncross, Virginia O'Brien, Sharon Oster, David Moschella, Gary Hamel, Sumantra Ghoshal, Christopher Bartlett, Richard Beckhard, Al Ries, Browning Rockwell, Paul Cohen, Frances Hesselbein, Prahalad
    • See additional works by: Don Peppers, Martha Rogers, Bob Dorf, The One to One Fieldbook , The Complete Toolkit for Implementing a 1to1 Marketing Program

    You'll find in-depth information on the following topics at this site:

    The One to One Fieldbook, The Complete Toolkit for Implementing a 1to1 Marketing Program, Don Peppers, Martha Rogers, Bob Dorf, Scott Cook, Esther Dyson, George Gendron, Jim Kouzes, Regis McKenna, Martin Nisenholtz, Tom Peters, Larry Rosenberger, your customers, marketing program, one fieldbook, call center, one one, one one fieldbook, differentiate your, differentiate your customers, your company, individual customer, one-to-one marketing, steps marketing, results marketing, business situation, customer differentiation, product service, information infrastructure, marketing database, management enterprise, members enterprise, systems enterprise, web site, one-to-one enterprise, plan initiative, complete toolkit, toolkit implementing, implementing marketing, complete toolkit implementing, toolkit implementing marketing, implementing marketing program, sales marketing, Don Peppers, Martha Rogers, Bob Dorf, Scott Cook, Esther Dyson, George Gendron, Jim Kouzes, Regis McKenna, Martin Nisenholtz, Tom Peters, Larry Rosenberger, The One to One Fieldbook, The Complete Toolkit for Implementing a 1to1 Marketing Program, Sales & Marketing, Don Peppers, Martha Rogers, Bob Dorf, Scott Cook, Esther Dyson, George Gendron, Jim Kouzes, Regis McKenna, Martin Nisenholtz, Tom Peters, Larry Rosenberger, Brand loyalty, Brand management, Competitor analysis, Consumer behavior, Customer loyalty, Customer retention, Direct marketing, Global markets, Growth strategies, Internet marketing, Market research, Market share, Marketing mix, Mass customization, Niche markets, Product life cycles, Relationship marketing, Value chain, Value proposition, Don Peppers, Martha Rogers, Bob Dorf, Scott Cook, Esther Dyson, George Gendron, Jim Kouzes, Regis McKenna, Martin Nisenholtz, Tom Peters, Larry Rosenberger, Sales & Marketing

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    The One to One Fieldbook, The Complete Toolkit for Implementing a 1to1 Marketing Program, Don Peppers, Martha Rogers, Bob Dorf your customers, marketing program, one fieldbook, call center, one one, one one fieldbook, differentiate your, differentiate your customers, your company, individual customer, one-to-one marketing, steps marketing, results marketing, business situation

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