The marketing concept that 1 customer it will grasp & will recognize the difference of the taste and sense of value and circumstance 1, will adjust to the respective needs and probably will do the approach which differs. You can call the method and actionof thinkingthat it is piled up to CRM largely.

Vis-a-vis being the approach that former mass marketing mass (the aggregate, to crowd) as considers the customer, that squeezes from the common section of attribute and tendency etc. and sets the "customer target", One to One marketing considers the customer, approaches customer starting point individually as. One to One marketing the existing customer being bidirectional, is something which seriously considered continuous related maintenance vis-a-vis making that mass marketing acquires the new customer the main aim.

The point of One to One marketing "" enlargement "customer identification of customer share" and becomes the adaptation classified by customer to which the study mass with the relation and so on.

Those where about this concept is lectured reached the point where it is known widely Don of the marketing consultant (Don Peppers) person and (Martha Rogers) with the person, that book "The One to One Future" (1993) by. As for them One to One marketing has been explained "the fact that in order for the correspondence which differs to the customer who freely uses information technology in order to construct the business which is called to 1 time 1 customer, differs to be achieved, enterprise effort is done".

If it makes that another, storekeeper at such as small-scale store has known the taste and family constitution etc. of the customer in the human base, the One to One approach which is adjusted to customer individual circumstance is executed, the customer database which records customer attribute and buying past record etc. becomes necessary. By the fact that such customer data is serviced, the Web page andtheE-mail which are done, banner announcement is offered every customer, e.g., the permission of the customer is done, it is possible also to automate One to One marketing electronically.