by Don Peppers, Martha Rogers · Organisation · tapa blanda · ISBN 9782708117259
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«Le one to one» is the marketing essay by Don Peppers and Martha Rogers, published by Éditions d'Organisation in paperback (312 pages, in French).
The book proposes moving from mass marketing to one-to-one: using databases and interactive technologies to know each customer and offer them personalized products and communications. Peppers and Rogers detail how a company can place customer needs at the center of its strategy and make that relationship more profitable.
Published in 1999 in the Pratique du marketing direct collection, with translation by Henri Kaufman and Laurence Faguer.
Aimed at marketing professionals, managers, and sales executives who want to orient their strategy toward individualized customer management.
Don Peppers is an American advertising executive, author, and was a founding partner of Peppers & Rogers Group.
