The One to One Future: Building Relationships One Customer at a Time
Using the 1 to 1 techniques, readers will discover what their customers want today and what they will want tomorrow. Already being tested in companies such as Procter & Gamble, Nissan, and American Express, the 1 to 1 system represents a major evolution in business.
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B Back from the Future
B Share of Customer Not Share of Market
B Collaborate with Your Customers
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1:1 marketing AAdvantage able addressable advertising airline American Express audiotex caller catalog collaborative commercial communications company's competitive competitors complaint cost coupon current customers customer manager customer satisfaction customer's database delivered delivery detergent dialogue Direct Marketing discount economies of scope electronic Equifax fax machine fax mailbox firm FreeFone frequent flyer future grocery HomeFax identify increase individual consumers individual customers interactive kind lifetime values market share mass marketing mass media messages million newspaper Nissan offer organization packaged percent personal computer phone number Pizza Pizza Hut portfolio Procter & Gamble profit prospects purchase relationship response retail sell share-of-customer share-of-customer strategy subscriber sumer supermarket talk target television tion tomer transactions Tricia Nixon Cox vidual Waldenbooks Wall Street Journal