Title: The ONEtoONE Fieldbook: The Complete Toolkit for Implementing a 1to1 Marketing
Authors: Don Peppers; Martha Rogers, Ph.D.; and Bob Dorf
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.
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