Do You Want to Keep Your Customers Forever?
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A01=Don Peppers
A01=Joseph B. Pine
A01=Martha Rogers
Author_Don Peppers
Author_Joseph B. Pine
Author_Martha Rogers
Category=KJS
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Product details
- ISBN 9781422140277
- Weight: 79g
- Dimensions: 107 x 165mm
- Publication Date: 02 Mar 2010
- Publisher: Harvard Business Review Press
- Publication City/Country: US
- Product Form: Paperback
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This classic article shows how to make mass customization and efficient and personal marketing work by putting the producer and consumer in a "learning relationship." Over time, this ongoing relationship allows your company to meet a customer's changing needs over time. Furthermore, as your company develops learning relationships with its customers, it should be able to retain their business virtually forever.
B. Joseph Pine is president of Strategic Horizons, a consulting firm based in Ridgefield, Connecticut; he is also author of "Mass Customization: The New Frontier in Business Competition" (HBS Press, 1993) among other books. Don Peppers is president and Martha Rogers executive vice president of Marketing 1:1, a consulting firm in Stamford, Connecticut. Rogers is also a professor of telecommunications at Bowling Green State University in Bowling Green, Ohio. Peppers and Rogers are coauthors of "The One to One Future: Building Relationships One Customer at a Time" (Currency/Doubleday, 1993).
