Authors: The only business to be in is the business of keeping customers.

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  • Additional Information
    • Subject Terms:
      ONE to One Future, The (Book)
    • Subject Terms:
      ROGERS, Martha; PEPPERS, Don
    • Abstract:
      The article focuses on authors Don Peppers and Martha Rogers' one-to-one marketing strategy for creating and retaining customers, which they discuss in their new book "The One To One Future." Peppers, a former executive vice president at the Lintas:USA advertising agency and now a Weston, Connecticut-based consultant, and Rogers, a marketing professor in the telecommunications department at Bowling Green State University in Ohio, began to spread this gospel after they met when Peppers gave a presentation on a related topic to the Ad Club of Toledo.