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The One To One Future - D.Peppers & M.Rogers

If Hughes Strategic Database Marketing and 'the' textbook 'of CRM, The One to One Future by Peppers & Rogers and it is the' poster. "

In this book of 1993 - well before the Internet revolution - Peppers (advertising) and Rogers (lecturer) define new models of marketing that uses technology to retain customers, running a "one to one marketing" that is 'customized for the individual. After the success of this book, the two founded the company 'advice ( Peppers & Rogers Group ) and that' today a reference in the field.

In reality, 'the concept of "marketing to a 1 "- always much discussion - and not 'the most' important expressed in the book. Much more 'important' operational 'are:

• share of customer: the percentage of your business client meeting you (target: 100%)
  
• differentiate between customers : some bring you much profit, others are losing money
  
• customer manager: re-organize the company according to different customers, depending on the product
  
• dialogue : Invest in tools to engage customers in a dialogue
  

Peppers & Rogers have written 4 more books (translated into two Italian). They are manuals that explain how to implement the concepts in their first book. While interesting, do not consider them essential.

The One To One Future instead, 'the book that started the revolution of CRM. To read and hold in the library.

D. Pepper & M. Rogers
The One to One Future

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Strategic Database Marketing - Arthur M. Hughes

If I had to choose one book on CRM, I would choose this.

I read in 1995 and still have not found a better book. Or rather, I found it in the next Hughes writes that new editions every 4-5 years.

Why? Because Hughes has a great ability to explain things in depth, while maintaining a simple language and is still very pragmatic.

Strategic Database Marketing is perfect for those who want to start doing CRM, both to whom he is already working but want to go beyond the general concepts and philosophies, such as "spoil our customers."

For Hughes, the CRM is fundamentally a question of how much to invest and what return to expect. And, above all, do not throw money away: before leaving in the fourth, let your accounts.
The first chapters are devoted to understanding the strategies of CRM (the chapter on the LTV is the best you can find all relevant literature).
In the second part of the book, problems are analyzed and specific applications. And in the new year, Hughes has incorporated the use of Internet in CRM strategies.

Strategic Database Marketing by Arthur M. Hughes is the bible of the CRM: clear style, deep concepts, all you need to know about this.

Arthur Hughes
Strategic Database Marketing