Recommended reading: one-to-one marketing
Enterprise One to One:
Tools for Competing in the Interactive Age
Building on their first book 'the one-to-one future', Enterprise one-to-one focuses on using new technologies to improve your customer relationships. While the examples given are mostly from big businesses, this should provide food for thought and inspiration for businesses of any size. Like all of this team's books, more theory and good ideas than practical tips - but worthy reading nontheless.
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Internet World Guide to One-to-One Web Marketing: Build a Relationship Marketing Strategy One Customer at a Time
An easy-to-read and practical guide to one-to-one marketing. It lacks the inspiration of some of the titles by real one-to-one marketing 'thought leaders' but it's a good solid book with lots of practical examples - a kind of consolidation of current thinking on the subject. Buy this and progress onto something stronger, or buy it to provide a balance against more evangelical titles.
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Managing Customer Relationships: a Strategic Framework
Another bestseller from the prolific Peppers and Rogers team, this time focusing on building long-term relationships with customers to generate increased customer loyalty and higher margins. It's commonsense stuff (teaching big businesses what most small businesses have known all along: know your customers and serve them well) but there's no denying its power and usefulness. You might think you understand customer relationships, but this book will prove otherwise.
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The One to One Future: Building Business Relationships One Customer at a Time
The source of the Nile in terms of one-to-one marketing thinking. If our clients say that they want to read just one marketing book, then this is the one we recommend. Hardly new thinking now, but still a book to challenge one's perceptions of how you could and should be doing business. Thought-provoking and highly recommended.
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The One to One Fieldbook: A Complete Toolkit for Implementing a 1to1 Marketing Programme
This book aims to take the theories of Peppers and Rogers' previous books and provides a comprehensive toolkit for practical implementation. It could be argued that the book is not practical enough and focuses (as ever) far too much on the needs of large businesses, but it's still a practical and useful way to start your company on the road to one-to-one marketing. Consider (at least) that 'One-to-one Future' and 'Enterprise One-to-One' are prerequisite reading, though.
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The One to One Manager: Real-world Lessons in Customer Relationship Management
Real world case studies of implementations of one-to-one marketing initiatives from organisations such as GEC, Hewlett-Packard, Levi Strauss, Oracle and Xerox. It a great opportunity to learn from the experience of other organisations placing themselves at the leading edge. Some more modest examples would be welcomed (and would help ground the book) but it's a fascinating read, nonetheless.
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Permission Marketing:
Strangers into Friends into Customers
Seth Godin's books stand out - because they are brief, succinct and fun to read. Or at least as much fun as a marketing book can get. Permission marketing is all about getting customer to say yes to your message, before you send your message - which makes permission marketing maybe three times more successful than conventional 'intrusion marketing'. An essential read for anyone in business.
Buy 'Permission Marketing' from Amazon UK |