How Companies Are Forming Close, Personal Relationships With Customers And Giving Their Best Customers

783 Words Dec 20th, 2015 4 Pages
Introduction
The concept of one-to-one marketing has evolved since its inception toward a more precise, targeted marketing. The goal of most firms is to do as much business as possible with their best customers. Considering the importance of retaining existing customers, most organization nowadays endeavors to interact and building relationship with each one of the customers. This essay focuses on discussing how companies are forming close, personal relationships with customers and giving them exactly what they want (one-to-one marketing). Which is the opposite of mass marketing.

According to the textbook (Tanner and Raymond, 2010) “one-to-one marketing involves a company forming close, personal relationships with customers and giving them exactly what they want.” However, to achieve this level of communication with the market(s). Strategies should be applied directly to specific (targeted) customers. These are some of the more involved segments of the topic, in my opinion, it referred to the heart of marketing.

The steps companies can take to target their best customers, form close, personal relationships with them, and give them what they want, which in other word is one-to-one marketing can be best explained as a rifle approach. These essential steps are subsequently listed accordingly. Tanner and Raymond, (2010) helped us understand that “One-to-one marketing is an idea proposed by Don Peppers and Martha Rogers in their 1994 book. The One to One Future. The book…

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