The One-to-One Fieldbook provides a complete road map or user&singlequot;s manual for companies operating in our new interactive age. First, The Fieldbook contains dozens of checklists for implementing relationship-marketing programs, along with self-analysis tools and questionnaires for evaluating a firm&singlequot;s progress or readiness for such programs. It also discusses the obstacles to be expected, and ways to avoid or overcome these obstacles. On a more strategic level, The Fieldbook is an instruction manual for planning, implementing, evaluating, and upgrading any firm&singlequot;s relationship-marketing program. It is ideal for any manager wondering where to begin, what to do next, or how to measure results. As an added value, The Fieldbook comes with an electronic password that allows readers to access a special one-to-one group Web site, with extensive supplements and spreadsheets to the book that more than doubles its total content.
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