Chapter 20 One-to-One Marketing

Table of Contents

Chapter 20 One-to-One Marketing

What is One-to-One Marketing?

One-to-One Marketing

The Evolution of One-to-One Marketing

Forces influencingOne-to-One Marketing

Marketing Impact of Trends

The One-to-One MarketingCommunications Process

Communications Process Differences

One-to-One Marketing Applications

Retaining Loyal Customers

Other Marketing Applications through Databases

Other Marketing Applications through Databases

Data-Driven Marketing

Marketing Database

Data Warehouse

Building a Marketing Database

Building a Marketing Database

Building a Marketing Database

Enhance Customer Data

Building a Marketing Database

Customer Segmentation

Recency-Frequency-MonetaryAnalysis

Lifetime Value Analysis

Uses of Customer Lifetime Value

Data Mining

One-to-One Marketingand the Internet

Privacy Concerns withOne-to-One Marketing

Email: jharvey@som.gmu.edu

Home Page: http://mason.gmu.edu/~jharvey

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