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| Author: | Peppers, D. Rogers, M. |
| Title: | A new market paradigm: share of customer not market share (Marketingkonzept) |
| Journal: | Planning Review
1995 : MAR-APR, VOL. 23:2, p. 14-18 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE, KUNDE, UNTERNEHMENSSTRATEGIE |
| Language: | eng |
| 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. |
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