The One to One Future," by Don Peppers and Martha Rogers, Ph.D., is an excellent overview of what they see as the future of marketing -- building relationships one customer at a time. In the book, they make some interesting points, particularly about technology. "Today there is more computational power in a new Chevrolet than there was in the Apollo spacecraft that went to the moon. "For what it cost a 1950 marketer to keep track of all the individual purchases and transactions of a single ...

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