Solving Mystery of 1 1 Marketing -- Waldman

Applause and rave reviews aside, I thought that these plays were a great educational device. One-to-one marketing is going to play a vital role in the future of print as competition from electronic media intensifies. That's because one-to-one marketing really works, in some cases delivering response rates of more than five times traditional direct mail. Yet, it's not well understood by a large number of printers. And for good reason; it's both complicated and a 180-degree departure from traditional print, where large quantities of the same piece have prevailed since Gutenberg.