Journal
MARKETING LETTERS
Volume 19, Issue 3-4, Pages 305-321Publisher
SPRINGER
DOI: 10.1007/s11002-008-9056-z
Keywords
One-to-one marketing; Customization; Personalization; Marketing mix; Choice
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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.
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