Personal marketing: the key to personal service

First Direct uses 'personal marketing' which looks at an individual in the context of his or her life, not the objectives of the business.

Personal marketing: the key to personal service

Peter Simpson

It is no use using the language of the past to talk about the business of marketing for the future. We have to recognise that marketing has to catch up with both the businesses it supports and the people whose behaviour it seeks to change.

First business. Shareholder return is more important than ever. The dotcom boom tried to suggest other drivers than shareholder return were the order of the day. Not so. What we have now is a keen eye on the prize, a legislative and infrastructure framework that makes...

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