The One to One Future

Building Relationships One Customer at a Time

By Don Peppers and Martha Rogers, Ph.D.
ISBN 0-385-48566-2

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The One to One Future
Most businesses follow time-honored mass-marketing rules of pitching their products to the greatest number of people. But selling more goods to fewer people is more efficient - more profitable. Welcome to a radically different business paradigm of 1to1 production, marketing, and communication. It is all outlined in this break-through book by advertising guru Don Peppers and marketing scholar Martha Rogers, Ph.D.

The One to One Future gives the best description yet of life after mass marketing. A 1to1 competitor focuses on share of customer -- one customer at a time -- rather than just share of market, which is the holy grail of the mass marketer. You can use Peppers' and Rogers' 1to1 strategies to:

  • Find the 20 percent - or 2 percent - of your own customers and prospects who are the most loyal and offer the biggest opportunities for future profit.
  • Collaborate with each customer, one at a time, just as you now work with individual suppliers or marketing partners.
  • Nurture your relationships with each customer by relying on new, one to one media vehicles - not just the mail, but the fax machine, the touch-tone phone, voice mail, cellular phones, and (eventually) interactive television.
  • Reorganize your marketing department to deal with this new 1to1 reality.

Companies such as MCI, Lexus, Levi Strauss, and Nissan Canada are already beginning to adopt a 1to1 perspective. And the strategies outlined in this book work just as well - sometimes even better for small companies, from two-person accounting firms to flower shops to furniture stores.

Hundreds of our clients have found The One to One Future and Enterprise One to One to be invaluable resources for their employee training programs and sales meetings, and even as gifts for their most valuable customers. Both books have been translated into several languages and are available worldwide.


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