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Don Peppers & Martha Rogers, Ph.D. (1997) Enterprise One to One: Tools for Competing in the Interactive Age, NY: Currency/Doubleday, ISBN: 0-385-48205-1.
When I taught marketing strategy last fall, I had this student who already had a Ph.D. in pharmacology. As it turns out, this student was Steve Peppers, the brother of Don Peppers. Don Peppers, the one-man phenom of a rain-maker pitch man who was quite at home on Madison Avenue. When they were kids, Steve had competitively excluded Don from a newspaper route via strategic alliance (i.e., parents who forced Don to give Steve a chance). I'm guessing that this hasn't happened too often in Don's life.
Having worked as Saatchi & Saatchi, Ciat/Day, Lintas: USA, and Levine, Huntley, Schmidt and Beaver, Don was a Madison Avenue mammal until the day he gave a talk in Toledo in 1990. The talk was on the death of mass marketing and in the audience was Martha Rogers, an assistant professor of marketing from Bowling Green State University. Don's talk not only made it to the advertising column of the New York Times, but it also pricked Martha's conscience about precisely why it is such a dead-end to teach Kotler. On the spot, the two began collaborating, producing first 77te One To One Future and then Enterprise One to One.
Confession: I didn't finish The One to One Future
So, when in class Steve (Don's brotiier) mentioned the book, I responded with finely honed academic tepid enthusiasm. Dimly, I recalled liking the book's introduction and the world-view, but as each chapter progressed, it seemed to become tangled in its own marketing minutiae. When, six weeks into the semester, the opportunity arose to have Don talk to my class, I took it, but without expectations. Don was stopping in St. Louis on his way home (Connecticut) from a one-week trip that included Mexico, Hong Kong, and...Iowa.
Don opened his lecture with a 2x2 model that is the centerpiece of Enterprise One to One, but which does not appear until chapter 3 (see Figure 1).
This model is meaningful because it makes sense of the changes in marketing that have been taking place in the last 15 years. The y-axis is the "skew" (in the statistical sense)...