"The One to One Future" by Martha Rogers and Don Peppers is a book that explores the concept of personalized marketing and its potential to revolutionize the way businesses interact with their customers. The authors argue that in the age of mass marketing, companies need to shift their focus from targeting large customer segments to building individual relationships with each customer. They provide insights into how businesses can leverage technology and data to create personalized experiences, anticipate customer needs, and deliver tailored products and services. The book also discusses the importance of trust, privacy, and ethical considerations in implementing one-to-one marketing strategies. Overall, "The One to One Future" offers a comprehensive guide for businesses looking to embrace customer-centric marketing approaches and build long-term customer loyalty.