The one to one future revolutionized marketing when it was first published. Then considered a radical rethinking of marketing basics, this bestselling book has become today’s bible for marketers. Now finally available in paperback, this completely revised and updated edition -with an all-new User’s Guide- takes readers step-by-step through the latest strategies needed for any business to compete, and succeed, in the Interactive Age.
Most businesses follow time-honored mass-marketing rules of pitching their products to the greatest number of people. However, selling more goods to fewer people is not only more efficient but far more profitable. The one to one future is a radically innovative business paradigm focusing on the share of customer -one customer at a time- rather than just the share of market.