Alternatives Marketing	Technological breakthroughs, continuous innovation, customer satisfaction, customer relationship management, zero defects, experiential marketing—these approaches are almost universally recognized as irrefutable responses to every marketing problem. Alternatives Marketing argues against this type of monolithic thinking. Society is effectively in the throes of an existential crisis that challenges strategies based on individualism, the fascination for technological progress, and unconditional acceptance of what companies choose to offer. As a result, creative strategies off the beaten path can henceforth be used as differentiation vehicles. The authors suggest three alternative marketing strategies, i.e. tribal marketing, authenticity marketing, and proxy marketing. They explain underlying sociological trends and how they can be turned into marketing opportunities.
Véronique Cova and Bernard Cova, Dunod, 2001.
Beyond Maximarketing	The fundamental principles of one-to-one marketing are explained in this book, which begins by describing the major trends that have led companies to rethink traditional marketing practices. The authors then describe the rules to follow in this new context, namely, tell before you sell, be concrete, target precisely, involve customers, etc.
Stan Rapp and Thomas L. Collins, McGraw-Hill, 1993.
All Consumers Are Not Created Equal	Based on the results of qualitative consumer behavior studies, this book offers an approach to optimizing mass marketing budgets. The author analyzes the comparative impact of advertising, special offers, and retention programs on different customer types, then derives several rules to to help companies improve the efficiency of their marketing expenditures.
Garth Hallberg, Wiley, 1995.
Customer Intimacy	This book, written by the authors of «L'exigence du choix, » (The Choice Imperative) develops upon one of the three options proposed in the previous book, namely, proximity to the customer. Using numerous supporting examples, the author decribes various means to implement this strategy.
Fred Wiersema, Knowledge Exchange, 1996.
Net Worth	It is now clear that the market impact of the Internet can no longer be ignored. However, the stakes are often perceived in terms of creating a new distribution channel, or adapting existing products and services to Internet users. Net Worth invites readers to look further. The authors, McKinsey consultants, predict a radical restructuring of numerous markets, and the emergence of new players serving as intermediaries between customer and suppliers that are specialized in managing consumer and product data. The key role of these new entrants in customer relationship management could truly call into question the scope of activity of traditional companies.
John Hagel III and Marc Singer, Harvard Business School Press, 1998.