A new marketing paradigm: Share of customer, not market share

A new marketing paradigm called “one‐to‐one marketing,” or “relationship marketing,” shows promise as an innovative alternative to mass marketing. This one‐to‐one approach uses advanced information technology to give an enterprise the ability to develop relationships with individual customers.

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Year of publication:	1995
Authors:	Peppers, Don ; Rogers, Martha
Published in:	Planning Review. - MCB UP Ltd, ISSN 2377-7613, ZDB-ID 2067385-1. - Vol. 23.1995, 2, p. 14-18
Publisher:	MCB UP Ltd

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Type of publication:	Article
Type of publication (narrower categories):	review-article
Language:	English
Other identifiers:	10.1108/eb054500 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014971466