Chapter 12. The Economic Value of CRM
One-to-One Marketing
While the “one-to-one” marketing mantra is familiar to most people, it is all-too-often misunderstood as simply “database marketing.” According to one-to-one guru Martha Rogers, “The difference is about customization—about generating feedback from customers so that marketers can learn more about their preferences, so future offers of products, packaging, delivery, communications, or even invoicing can be tailored to these preferences.” To substantiate the concept of CRM, let’s look at four one-to-one customer experiences in Figure 12-1.
Figure 12-1. Customer One-to-One Marketing Communications. ...
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