Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

Exercise 4

Explain one-to-one marketing. One-to-one marketing is an individualized marketing method that utilizes customer information to build long-term, personalized, and profitable relationships with each customer. Successful one-to-one marketing comes from understanding customers and collaborating with them rather than using them as targets for generic messages. Database technology makes it possible for companies to interact with customers on a personal, one-to-one basis.
8.1 You are the marketing manager for a specialty retailer that sells customized handbags. Write a memo to your boss describing how the company could benefit from one-to-one marketing.