One-on-one future

Author: (USA) Robert C. Peppers
Publisher:
Publication Date: 2002-01-01
Features: "The One-to-One Future" revolutionized the marketing industry upon its initial publication. This bestseller was then regarded as a thorough reexamination of marketing fundamentals and has since become the Bible for today's marketers. This comprehensive revised edition includes a brand-new user guide that will lead readers step by step through the strategies any company aspiring to compete in the interactive era must adopt. Most businesses follow the long-standing mass marketing principle of selling their products to the largest number of people. However, selling more goods to fewer people is not only more efficient but also more profitable. "The One-to-One Future" is a radically innovative business model that focuses on customer share—one customer at a time, rather than merely market share.