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In recent years, marketing has taken a tum - a tum toward the customer. Companies have moved from mass marketing to target marketing to individualized marketing. In the days of mass marketing, companies would market a single product or service to people of all ages, races, and education levels by means of billboards, television, magazines and/or radio ads. As technology increased, companies used their powerful database systems to segment their customers into smaller groups with common demographic, geographic, behavioristic, or psychographic characteristics. This is known as target marketing. Today, individualized marketing is on the rise. This new marketing paradigm is a collaborative type of marketing in that marketers get to know as much as possible about each of their customers and then use that knowledge to develop goods or services to fit that particular customer's needs. Major reasons a company should use individualized marketing are: it has individual treatment of important customers, it emphasizes two-way communication over one-way communication, it looks at customer share versus market share, and it sees the importance of the lifetime value of a customer. In addition, technology has made systems available for companies and their customers to collaborate with one another and to form a powerful relationship between them. Since time is invested in this relationship, along with "keeping the customer" type programs, customers do not go from company to company in search of the best product, service, or price. The customer is loyal and goes to the company which knows them the best. Individualized marketing is the most beneficial form of marketing for the companies of today.