Putting One-to-One Marketing to Work

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Dr.

Putting One-to-One Marketing to Work
Personalization, Customization and Choice

Authors:: Neeraj Arora
Xavier Drèze
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
Publisher:: Marketing Letters
2008, 19 (3-4), 305-21
Abstract:: The purpose of this paper is to summarize key challenges and knowledge gaps in understanding the choices that both firms and customers make in a personalization/customization environment. We start with a summary of personalization and customization in practice, and then draw on research in economics, statistical, and consumer behavior to identify what we know and do not know. We conclude with a summary of key research opportunities.