What will life be like after
mass marketing? Today, technology allows us to sell more goods to fewer people, which is far more efficient than selling fewer goods to more people. Peppers, an advertising executive, and Rogers, a marketing scholar, set out their new marketing paradigm in detail. A one-to-one competitor focuses on "share of customer" rather than the mass-marketer's "share of market." Learn to collaborate with the customer to build loyalty and build your opportunities for future profit. The strategies in this book work as well -- maybe even better -- for small companies as for the blue-chippers.
--This text refers to an out of print or unavailable edition of this title.
"Book of the Year"
"Peters was wrong. This is not the book of the year. It's not even the book of the decade. It's one of the two or three most important business books ever written."
--George Gendron, Inc.
The book that's revolutionizing marketing in the '90s."
--David Weinberger, Wired
"A unique perspective on the fundamental, structural changes that technology is already bringing to the real world of business competition."
--Esther Dyson, President, EDventure Holdings
"Hands down...the best marketing book for the interactive age."
--Andrew Jaffe, Vice President and Executive Editor, Adweek