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Segment‐of‐One Marketing: Turning Customer Data into Actionable Information

James D. McQuaid (Group President of R. R. Donnelley & Sons, the world's largest printer. He joined Donnelley when Metromail, of which he was Chief Executive Officer, was acquired.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 March 1992

Abstract

Comments on the importance of communicating with customers and developing a customer bond. Considers the “Segment‐of‐One” marketing strategy which can help track, understand and respond to individual customer behaviour. Illustrates the use of this technique with two examples. Concludes that this style of marketing successfully marries old‐fashioned service values with the benefits of modern technology which together can help build a business customer by customer on an individual, local, regional or national level.

Keywords

Citation

McQuaid, J.D. (1992), "Segment‐of‐One Marketing: Turning Customer Data into Actionable Information", Journal of Services Marketing, Vol. 6 No. 3, pp. 75-78. https://doi.org/10.1108/08876049210035953

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited