All-To-One: Creating Effective CustomerRelationship Marketing in the Post-Internet Age

All-to-One is the new marketing model which shows marketers, managers and CEOs how to develop life-long customer relationships in the post internet economy.

As the novelty of the internet begins to wane, this book takes a step beyond the popular 'one-to-one' concept. It reveals a new vision of marketing and customer relationship management, one which acknowledges the advantages of the Internet but believes it should only be part of a broad communication / selling dialogue with customers.

All-to-One was developed in conjunction with, and is now being implemented by, leading multinational corporations. This book leads you through the five-stage methodology - RELMODEL which will empower you to apply All-to-One to your marketing, your brand image, and to your company culture and structure.

The book covers all aspects of All-to-One's impact on companies, on their marketing and on the society in which they operate. It shows in detail how successful companies such as General Motors are exploiting the advantages of All to One. And it assesses what went wrong with companies such as Boo.com and British Airways.

Key Features:

• Presents a new approach to consumer relationship marketing.
• Steps beyond other books in this area by dispelling the myth that e-commerce is the only way forward.
• a broad range of case studies from both sides of the Atlantic and the Pacific rim.
• Step by step guide to how to implement All to One.
• A behind the scenes look at what went wrong with British Airways.
• Web site with additional information and forum for exchange of views.
• Full assessment of all media channels from television through to word of mouth.
• Review of some of the most popular /influential marketing books available.