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The One to One Future:
Building Relationships One Customer at a Time

by Don Peppers

ISBN 0385425287 / 9780385425285 / 0-385-42528-7
Publisher Crown Business
Language English
Edition Hardcover
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Book summary

What will life be like after  mass marketing? Today, technology allows us to sell more goods to fewer people, which is far more efficient than selling fewer goods to more people. Peppers, an advertising executive, and Rogers, a marketing scholar, set out their new marketing paradigm in detail. A one-to-one competitor focuses on "share of customer" rather than the mass-marketer's "share of market." Learn to collaborate with the customer to build loyalty and build your opportunities for future profit. The strategies in this book work as well -- maybe even better -- for small companies as for the blue-chippers. [via]