What Doesn t Work

What Doesn’t Work

• Giant CRM multimillion-dollar data warehouses designed to produce one-to-one marketing.

• Million-dollar software that is designed to make the right offer to the right customer at the right time.

• One-to-one marketing, except in certain limited situations.

• Changing a company so that it is customer-focused instead of product-focused. It’s a nice idea, but no one has ever done it, and no one ever will.