Enterprise One to One
IN THIS SUMMARY
“One-to-one marketing is customer-driven competition.” Just a few years ago, however, this form of marketing was prohibitively expensive to the traditional marketer. But now, in today’s Interactive Age of microchip-controlled products, it has become a prerequisite for competitive success. Customer tracking, interactive dialogue, and mass customization are the new technological capabilities that make 1:1 marketing not only possible, but competitively essential. In Enterprise One to One, Peppers and Rogers examine a wide range of businesses from a wide range of industries, and explain what kind of strategies are applicable to what kind of businesses and under what circumstances.