A new marketing paradigm: Share of customer, not market share

Abstract

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.

Citation

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