The One to One Future
IN THIS SUMMARY
A new business paradigm of one-to-one production, marketing, and communications. The authors provide a detailed description of life after mass marketing -a life that focuses on share of customer, rather than share of market, one customer at a time. They describe how the 1:1 future embraces various techniques and shifts the entire frame of reference of business competition. What results is the impetus for marketers to develop a radically new way of thinking about business and a new way of visualizing the fundamental basis of competition in any industry.