Do You Want to Keep Your Customers Forever
Publishing Details
Do You Want to Keep Your Customers Forever
By (Author) Joseph B. Pine
By (author) Don Peppers
By (author) Martha Rogers
Harvard Business Review Press
Harvard Business Review Press
2nd March 2010
United States
Classifications
Professional and Scholarly
Non Fiction
658.8
Physical Properties
96
Width 107mm, Height 165mm
79g
Description
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.
Author Bio
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 co-authors of 'The One to One Future: Building Relationships One Customer at a Time' (Currency/Doubleday, 1993).
