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The One to One Fieldbook: The Complete Toolkit for Implementing a 1To 1 Marketing Program

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Known as "one-to-one" marketing, this radically new competitive strategy was introduced by Don Peppers and Martha Rogers in their first two best-selling books, The One-to-One Future and Enterprise One-to- One. One-to-one marketing focuses a firm's competitive energies less on market share and more on share of customer, enabling a firm to increase customer loyalty and improve unit margins at the same time.

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