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01.12.2008

Putting one-to-one marketing to work: Personalization, customization, and choice

verfasst von: Neeraj Arora, Xavier Dreze, Anindya Ghose, James D. Hess, Raghuram Iyengar, Bing Jing, Yogesh Joshi, V. Kumar, Nicholas Lurie, Scott Neslin, S. Sajeesh, Meng Su, Niladri Syam, Jacquelyn Thomas, Z. John Zhang

Erschienen in: Marketing Letters | Ausgabe 3-4/2008

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Abstract

The tailoring of a firm’s marketing mix to the individual customer is the essence of one-to-one marketing. In this paper, we distinguish between two forms of one-to-one marketing: personalization and customization. Personalization occurs when the firm decides what marketing mix is suitable for the individual. It is usually based on previously collected customer data. Customization occurs when the customer proactively specifies one or more elements of his or her marketing mix. We summarize key challenges and knowledge gaps in understanding both firm and customer choices in one-to-one markets. We conclude with a summary of research opportunities.

Vorheriger Artikel Modeling social interactions: Identification, empirical methods and policy implications

Nächster Artikel Towards a brain-to-society systems model of individual choice

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Titel: Putting one-to-one marketing to work: Personalization, customization, and choice
verfasst von: Neeraj Arora
Xavier Dreze
Anindya Ghose
James D. Hess
Raghuram Iyengar
Bing Jing
Yogesh Joshi
V. Kumar
Nicholas Lurie
Scott Neslin
S. Sajeesh
Meng Su
Niladri Syam
Jacquelyn Thomas
Z. John Zhang
Publikationsdatum: 01.12.2008
Verlag: Springer US
Erschienen in: Marketing Letters / Ausgabe 3-4/2008
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-008-9056-z

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