Book Review - The ONEtoONE Fieldbook: The Complete Toolkit for Implementing a 1to1 Marketing Program

Title: The ONEtoONE Fieldbook: The Complete Toolkit for Implementing a 1to1 Marketing Program
Authors: Don Peppers; Martha Rogers, Ph.D.; and Bob Dorf
Publisher: Currency/Doubleday
ISBN: 0-385-49369-x
Reviewer: Carol Parenzan Smalley, Site Editor, searchCRM.com

Reviewer's Comments: This book does not deserve a place on your bookshelf; it needs to be on your desk where you can access it on a daily basis. It is no secret that I am a Peppers and Rogers fan, and "The ONEtoONE Fieldbook" is one of my favorite Peppers and Rogers' publications. Prior to joining TechTarget.com � the parent company of the searchCRM.com Web site, I was a marketing and entrepreneurial consultant. This particular book was my one-to-one "Bible," and both my clients and I saw tremendous results using the guidelines outlined in the fieldbook.

The trio of Peppers, Rogers, and Dorf start at the basics of one-to-one marketing and are your travel guides as you journey through the one-to-one process � identifying, differentiating and interacting with your customers, customizing your product or service, performing gap analysis, and more. The book addresses specific concerns of channel management, the core sales organization, marketing, call/contact centers, and Web sites. It goes beyond one-to-one marketing. "The Fieldguide" will help you make your company a one-to-one enterprise. It will assist you in establishing your one-to-one CRM foundation.

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Then, when you apply CRM technology tools to your plan, both you and your customers will see the results.

This book is an excellent resource for companies implementing internal CRM as well as external CRM. I found Chapter 15 � The Next Steps: Where to Go from Here � particularly helpful, especially in the proposal process. This is more than a book, however. "The ONEtoONE Fieldbook" is also an online resource. Individuals who purchase this book receive a special code to access an assortment of one-to-one tools: discussion groups, checklists, self-assessment tools, and reviews of other CRM publications.

eMarketplace: To order this book through searchCRM, go to http://emarketplace.techtarget.com/main/038549369X.html

This was first published in September 2000

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