An Audience of One: Drive Superior Results by Making the Radical Shift from Mass Marketing to One-to-One Marketing

FOREWORD

You say you want a revolution. Well, you know, we all want to change the world.

—THE BEATLES

Our first book together, The One to One Future: Building Relationships One Customer at a Time, was finally published in August 1993. We had been working on it for more than three years, after meeting each other by chance at the Toledo Advertising Club in January 1990. Don was an advertising executive from New York, and Martha was a marketing professor in Ohio. We discovered that we each had been trying to work out how the advertising and marketing world might be changed by interactivity—whenever it arrived in full force.

The prevailing myth in those days was that when interactivity arrived, consumers would be able to watch a commercial on television, ...