Some authors and industry experts have real staying power.
Despite how much change happens in that industry, they manage to adapt and stay relevant to their readers/customers.
Such an accolade can surely be made about Don Peppers & Martha Rogers. In that way they live their own message.
I first came across Peppers & Roger’s writing back just before the new millennium.
Their classic “The 1to1 Future“, popularised the term One to One Marketing and helped the revolution in Database Marketing & Analytics. Previously I’ve also made reference to their most comprehensive work, “Managing Customer Relationships“, which should be required reading as a textbook on CRM (which is as relevant as ever even if an unfashionable name). (more…)