ABSTRACT
One-to-one marketing encompasses a set of marketing techniques aimed at selling to the individual. Instead of selling one product at a time to as many consumers as possible, it is about selling as many products and services as possible to one customer using databases and interactive communication. What is important in the one-to-one marketing is not how much you know about all of your customers that counts but how much you know about each of your customers. This means you no longer have to be a giant to win against one. Relationship or one-to-one marketing applies to everyone in the ‘people’ industry, especially that of tourism. It involves getting to know your customer by asking questions of your existing and potential clients. The answers are the key to learning about the individual and must be remembered, recorded and used to give customers new ideas and create new sales. Often the client does not 247know what he wants or what is available so it is up to the one-to-one marketer to listen to the customer's requirements and adapt the product to his or her needs by making suggestions, guiding the customer and adding a personal touch. It is the logical progression from mass to segment to direct and then to one-to-one marketing.
