Read The One to One B2B: Customer Relationship Management Strategies for the Real Economy by Don Peppers Free Online
Book Title: The One to One B2B: Customer Relationship Management Strategies for the Real Economy|
Format files: PDF
The size of the: 527 KB
City - Country: No data
The author of the book: Don Peppers
Edition: Crown Business
Date of issue: May 22nd 2001
ISBN 13: 9780385494090
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Reader ratings: 6.6
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Imagine that you lived in a city made of steel and woke up one morning to discover the entire city had been turned to glass. Everything that had been opaque would be transparent, everything sturdy would be fragile. One false move, even the slightest slip and--boom!--everything around you could shatter.
Nowhere does this frightening image seem more real than in the realm of business-to-business commerce, where the Internet is recasting and remodeling nearly every existing relationship.
Although consumer marketers may have been first to launch Web-based, customer-centric initiatives, it is the business-to-business companies that have the most to gain.
They also have the most to lose by doggedly sticking with out-dated traditional market penetration strategies. In One to One B2B, marketing gurus Don Peppers and Martha Rogers argue persuasively that in the broad arena of business-to-business commerce, organizations will rise or fall on the basis of their abilities to cultivate one-to-one relationships with their customers.
In a series of richly detailed case studies, the authors paint vivid portraits of B2B organizations wrestling with front-burner issues such as channel complexity, customer valuation, account development, sales force automation, knowledge-based selling, and new modes of compensation.
And they squarely tackle the question of how much technology is too much, arguing that one shouldn't ask "How can you use technology to automate a relationship?" but ,rather, "How can you use technology to strengthen a relationship and make it more valuable over time?"
In One to One B2B, readers will discover the critical role a "learning relationship" plays in developing new and existing customers to their fullest potential, as well as strategies designed specifically to unlock higher levels of profitability, ensure client loyalty, and fight margin erosion in the face of intense global competition.
The result is an indispensable handbook on how to create and develop business-to-business sales and marketing techniques successfully in the bump and grind of the real world.
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Read information about the authorRecognized for well over a decade as one of the leading authorities on customer-focused relationship management strategies, Don Peppers is an acclaimed author and a founding partner of Peppers & Rogers Group, the world’s premier customer-centered consultancy.
Don’s vision, perspective and thoughtful analysis of global business practices has earned him some significant citations by internationally recognized entities. Business 2.0 Magazine named him one of the 19 “foremost business gurus of our times,” and Accenture’s Institute for Strategic Change listed him as one of the 50 “most important living business thinkers” in the world. The Times of London has listed him among its “Top 50 Business Brains,” and the U.K.’s Chartered Institute for Marketing included him in its inaugural listing of the 50 “most influential thinkers in marketing and business today.”
With co-author Martha Rogers, Ph.D., Don has produced a legacy of international bestsellers that have collectively sold more than a million copies in 18 languages. Together, their body of work includes books such as The One to One Future (1993), which BusinessWeek called “one of the bibles of new marketing”; Enterprise One to One (1997), which received a five-star rating from The Wall Street Journal; as well as The One to One Fieldbook (1999), The One to One Manager (1999); and One to One B2B, which made The New York Times business best-seller list within a month of publication in 2001. The authors have also published the first-ever CRM textbook for university use in graduate-level courses, Managing Customer Relationships (April 2004).
With Extreme Trust, they look to the future once again, predicting that rising levels of transparency will require companies to protect the interests of their customers and employees proactively, even when it sometimes costs money in the short term.