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(a) Differentiate between personalisation and mass customisation in the context of customer relationship management (CRM). [4 marks] (b) Elaborate on the different components of a

(a) Differentiate between personalisation and mass customisation in the context of customer relationship management (CRM). [4 marks] (b) Elaborate on the different components of a recommendation system and explain how this technology fits with part (a) above. [8 marks] (c) Describe how a clustering algorithm works and explain how clustering fits with part (a) above. [8 marks]

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