ABSTRACT
At a time when rapid developments in information technology (IT) are providing better access to usable customer data than ever before, further developments in target marketing have been possible in certain markets and product categories. Better customer information and the IT systems to capture, analyse and utilize this information (cf. Brief 8) have led to what has been termed one-to-one marketing or the segment of one. One-to-one marketing is the use of advances in marketing databases and technology to strive to build relationships with individual customers within target market segments. As with relationship marketing, an aim is to capture a greater proportion of an individual customer’s purchasing by better understanding his or her evolving needs, purchasing patterns and buying behaviour, and by tailoring marketing communications to the individual.
