A revolution is sweeping companies and organizations around the world as businesses shift from the notion of mass marketing to mass customization. Consequently, companies are evolving from traditional product-based enterprises to customer-focused, one-to-one enterprises that will allow them to develop longer-lasting, more profitable customer relationships. In "The One to One Manager, customer-relationship-management pioneers Don Peppers and Martha Rogers take readers behind the scenes of companies such as Xerox, Levi-Strauss, and American Airlines to show how managers and executives implement 1 to 1 programs to reshape their companies. Rather than relying on decentralized product lines, managers learn how to integrate services and customize products to meet the needs of individual customers. The book offers specific advice on how to make the transition to customer relationship management, and successfully deploy customer-centered behaviors in terms of sales, marketing, and service.