A new marketing paradigm: Share of customer, not market share
Article publication date: 1 February 1995
A new marketing paradigm called “one‐to‐one marketing,” or “relationship marketing,” shows promise as an innovative alternative to mass marketing. This one‐to‐one approach uses advanced information technology to give an enterprise the ability to develop relationships with individual customers.
Peppers, D. and Rogers, M. (1995), "A new marketing paradigm: Share of customer, not market share", Planning Review, Vol. 23 No. 2, pp. 14-18. https://doi.org/10.1108/eb054500
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