oasts more than 30 million customers but the company is determined “to treat each of them as a market of one” (Foley 1). The idea behind one-on-one marketing is as old as marketing itself, for it is an attempt to get back to a high level of personalized service that was a hallmark of the best companies in a different era. Corporations like American Express spend millions winning customers and keeping them happy keeps them loyal and protects that investment. One-to-one marketing is “based on the not
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