Enterprise One-to-one: Strategies for Competing and Winning Customers in the Interactive Age

A specific concept in sales strategy is examined in this book, aiming to sell one customer at a time as many products and services as possible, over the lifetime of that customer's patronage. This is achieved by using customer databases and interactive communications. The book contains advice on implementing the one-to-one philosophy in one's own business. Chapters describe how to identify and capitalize on customer differences; how to increase your share of valuable lifetime customers; how to treat different customers differently; how to anticipate what the customer wants; how to get customer feedback; and how to remove distribution barriers.