Brand Marketing One-to-one Marketing ROI 
Harvard Business Review
SEPTEMBER 26, 2014
These super geos were local profit pools that were concentrated and big enough to offer big ROI upside for marketing and sales. Sometimes it’s not immediately obvious why some geographic markets are such big consumers of a particular product. Certain local markets have the right ingredients to ripen demand.
Harvard Business Review
JUNE 8, 2018
When brothers Shep and Ian Murray cut their ties with Corporate America to start a little company on Martha’s Vineyard in 1998, their motivation was clear : “We’re making neck ties so we don’t have to wear them.” ” Of course, this type of real-time, one-to-one marketing is easier said than done. .”
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