One

A consumer revolution for business
Stefan Engeseth

Tools, methods and the inspiration to bring customers closer to the company.

The power of the consumer is greater than it has ever been. Yet the gap between what companies promise and what consumers experience has never been wider, as a recent succession of business scandals demonstrates.

If companies are to survive and thrive in this age of the consumer, they need to interact with their customers. They need to let customers into their processes for creating new products and services, and even into their marketing and selling.

Most big companies still run their business as a monologue. Though they may try to talk to customers on a one-to-one basis, they aren’t really listening. But in a time of ad-skipping, blogs, hate websites and consumer activism, they can’t afford to stay so aloof. Brands are powerful only when they are relevant to consumers – when companies take what’s important to the target audience and make it an integral part of the brand. For that to happen, brand and consumers must work together as one.

Drawing on a wealth of anecdotes, examples and cutting-edge ideas, this revolutionary new book offers methods, tools and inspiration to bring customers closer to your company. ONE is nothing less than a new marketing manifesto. Read it and learn how to make consumer power work for your company, not against it.

STEFAN ENGESETH is a writer, consultant and speaker based in Stockholm. He helps companies around the world find new business opportunities in areas such as strategy, business development, branding, communications and marketing. Acclaimed as one of the world’s leading experts in his field, he has worked extensively with international and Fortune 500 corporations, wrote the book Detective Marketing, and contributes regularly to business magazines.

His work builds on the truth that in today’s fiercely competitive business world, companies can’t grow without innovation and vision. The question is how far they are prepared to go.
Contact stefan@detectivemarketing.com
Cover design: Grade Design Consultants, London
www.gradedesign.com

“Everybody talks about being customer-oriented, but Stefan Engeseth has taken the concept to a much higher level. ONE is the ultimate consumer book.”
Al Ries, author of The 22 Immutable Laws of Marketing

“It's thought-provoking and inspiring. It's all about taking the Peppers' One-to-One philosophy a step forward. It's perfect common sense and he's given lucid examples of how the ONE approach works. When you read it, you feel guilty that you aren't doing it yet yourself.”
Brand Republic book review by Stephen Chandler

“Using simple, yet thought-provoking examples, Stefan Engeseth manages to inspire both creativity and clear-sightedness.”
Claes Andréasson, former Area Director North & South America,
The Absolut Company

“Stefan Engeseth has always been ahead of the curve with his books. In ONE, he stays ahead of a changing, more aware world. Marketers – indeed, all business people – risk being left behind if they don't get with ONE.”
Jack Yan, CEO, Jack Yan & Associates

“Follow the ONE model and you may magically find that your staff start to enjoy their work and your customers stay enthusiastically loyal to your products. A healthy dose of unorthodoxy never hurt anyone.”
Sarah McCartney, Senior Marketing Consultant, Editor of Lush Times

1-904879-36-5
£12.99 PB
Rights: All
Sales territory:World ex. Asia & ANZ
Asia & ANZ sales: MCIA*