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

Springer Science and Business Media LLC - Tập 19 Số 3-4 - Trang 305-321 - 2008
Neeraj Arora1, Xavier Drèze2, Anindya Ghose3, James D. Hess4, Raghuram Iyengar2, Bing Jing3, Yogesh V. Joshi5, V. Kumar6, Nicholas H. Lurie7, Scott Neslin8, S. Sajeesh2, Meng Su9, Niladri Syam10, Jacquelyn S. Thomas11, Z. John Zhang2
1A.C. Nielsen Center for Marketing Research, Wisconsin School of Business, University of Wisconsin-Madison, Madison, WI, 53706, USA
2The Wharton School, University of Pennsylvania, Philadelphia, PA, 19104-6340, USA
3IOMS Department, Leonard N. Stern School of Business, New York University, 44 West 4th Street, Suite 8-94, New York, NY, 10012-1126, USA
4Department of Marketing, University of Houston, Houston, TX, 77204-6021, USA
5Department of Marketing, Robert H. Smith School of Business, University of Maryland, College Park, MD, 20742, USA
6Georgia State University, 35 Broad Street, Atlanta, GA, 30303, USA
7College Management, Georgia Institute of Technology, 800 West Peachtree Street, NW, Atlanta, GA, 30308-0520, USA
8Amos Tuck School of Business Administration, Dartmouth College, Hanover, NH 03755, USA
9Guanghua School of Management, Beijing, 100871, China
10C.T. Bauer College of Business, University of Houston, Houston, TX 77204-6021, USA
11Integrated Marketing Communications (IMC), Northwestern University, 1845 Sheridan Road, Evanston, IL, 60208-2101, USA

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