Description
Foreword by Don Peppers and Martha Rogers, PhD Introduction: The World of One-to-One Marketing PART 1 THE ONE-TO-ONE MARKETING OVERVIEW CHAPTER 1 What Is One-to-One Marketing? CHAPTER 2 Your Consumers Are Changing. Are You Keeping Up with Them? PART 2 DIGGING DEEPER CHAPTER 3 Dissecting 1:1 Campaigns Versus Mass Marketing Campaigns (the Who and the What) CHAPTER 4 Dissecting 1:1 Campaigns Versus Mass Marketing Campaigns (the Where and When) CHAPTER 5 Dissecting 1:1 Campaigns Versus Mass Marketing Campaigns (the Why and How) PART 3 STRATEGIC THINKING CHAPTER 6 The Sales Funnel Isn’t Dead. It Just Needs a Kick in the Butt. CHAPTER 7 Reinventing the Way You Think About Marketing CHAPTER 8 Key Concepts and Definitions Every 1:1 Marketer Must Know CHAPTER 9 What’s Required to Become a 1:1 Marketer? PART 4 PUTTING IT ALL TO WORK CHAPTER 10 Building and Implementing a Marketing Strategy Around Your Audience of One CHAPTER 11 The Tools in the Toolshed CHAPTER 12 How to Turn Consumer Privacy into a Strategic Benefit for Your Brand CHAPTER 13 Seven Tips and Best Practices for Implementing 1:1 Marketing in Your Organization CHAPTER 14 Yes, B2B Marketers Can Also Be 1:1 Marketers PART 5 ADVANCED TECHNIQUES CHAPTER 15 Data Is the New Oil That Keeps 1:1 Marketing Running Smoothly CHAPTER 16 Identity: The Linchpin of 1:1 Marketing CHAPTER 17 How to Create and Manage Your Identity Graph CHAPTER 18 Fun with ROI Calculations-Even If You’re Not a Math Whiz CHAPTER 19 Putting It All Together Notes Index
