Rilegato

ISBN 10: 0385425287 ISBN 13: 9780385425285

Casa editrice: Crown Business, 1993

A guide to pitching products and services to one customer at a time shows business people how to find the twenty percent of their loyal customer base and how to find out what those customers want. 40,000 first printing. $40,000 ad/promo.

Review:

What will life be like after  mass marketing? Today, technology allows us to sell more goods to fewer people, which is far more efficient than selling fewer goods to more people. Peppers, an advertising executive, and Rogers, a marketing scholar, set out their new marketing paradigm in detail. A one-to-one competitor focuses on "share of customer" rather than the mass-marketer's "share of market." Learn to collaborate with the customer to build loyalty and build your opportunities for future profit. The strategies in this book work as well -- maybe even better -- for small companies as for the blue-chippers.

From the Publisher:

Move beyond expensive, inefficient mass-marketing and learn to target the 20 percent of your customers who account for 80 percent of your sales. A top marketer shows how to turn customers into partners and build profits one person at a time.