TY  - JOUR
AB  - 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.
VL  - 6
IS  - 3
SN  - 0887-6045
DO  - 10.1108/08876049210035953
UR  - https://doi.org/10.1108/08876049210035953
AU  - McQuaid James D.
PY  - 1992
Y1  - 1992/01/01
TI  - Segment‐of‐One Marketing: Turning Customer Data into
Actionable Information
T2  - Journal of Services Marketing
PB  - MCB UP Ltd
SP  - 75
EP  - 78
Y2  - 2024/09/19
ER  -