The one-to-one dialogue
One-to-one database marketing is not new, but very few companies have so far got it right. To get to grips with one-to-one, marketers need to understand the logic of customers' behaviour and build a dialogue with them
Andrew Stracey
Reality now, or holy grail for the future? Last year the big thing was loyalty, this year it seems to be one-to-one database marketing (and a hangover for loyalty). One-to-one has been around a very long time, but it is only in these mass marketing times that the industry is starting to get to grips with it. Why?...