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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
