An Audience of One: Drive Superior Results by Making the Radical Shift from Mass Marketing to One-to-One Marketing

INTRODUCTION

The World of One-to-One Marketing

Imagine this—you’re sitting in a conference room on the seventeenth floor of The Coca-Cola Company world headquarters. Across the table from you is the senior group head in Global Marketing. He’s been put in charge of exploring new and emerging technologies that will drive revenue for The Coca-Cola Company, one of the world’s most successful brands.

The conference room is spacious and elegantly decorated, but not overstuffed. It has a functional chic to the decor that has more in common with an Austin startup than a New York law firm. You notice that there’s a look of mild skepticism on the executive’s face, which is not surprising. After all, he travels the globe on behalf of the company looking ...