The
paper defines one-to-one
marketing as operating on the premise that consumers want more, not only do they want more, they want it now. It shows how one to one marketing offers
consumer's unlimited choice, personalization and customization, oftentimes from the privacy of the
customer's home. One-to-one marketing has revolutionized the way firms do business, as a world of opportunity has been unveiled. This paper will discuss how such
technologies have changed consumer marketing. It shows how the Internet, customer
relationship management and related technologies have allowed both the consumer and the marketing executive to satisfy their objectives.